Snack bar brand Nature Valley has announced a partnership with Fox Searchlight Pictures’ movie Battle of The Sexes (in cinemas 24th November).
To mark its partnership with the movie which recounts the epic 1973 tennis match between legendary women’s world number one Billie Jean King (Emma Stone) and ex-Wimbledon champion and serial hustler Bobby Riggs (Steve Carell), Nature Valley re-created its own ‘battle of the sexes’ in a one-day celebration at Westfield, Shepherd’s Bush, supported in print, social and digital as part of an exciting live event.
Johanna Konta said: “I’m excited to join Nature Valley’s tribute to this movie featuring an inspirational icon of our sport Billie Jean King. Nature Valley bars have been in my kit since the summer and I am proud to support the work the brand is doing to inspire an active nation and getting more people in Britain to play more tennis more often.”
Arjoon Bose, Northern Europe Marketing Lead for Nature Valley at General Mills, said: “Following on from launching #TheCourtisYours campaign, we are excited to elevate our tennis conversation through this partnership with the new movie ‘Battle of the Sexes’ paying homage to a landmark event that championed inclusivity and democracy in a sport that we are proud to support. As a brand, we hope to continue to inspire anyone and everyone to go out and to have a hit because we believe tennis is for everyone no matter their age, sex and ability and that every surface is a court.’’
In another development, the brand renewed its deal with the ATP on the back of its winning introductory partnership last year to return as Official Snack Bar of the Nitto ATP Finals at The O2 in London in November.