Citi Named Title Sponsor of AYS Sports Marketing’s Taste of Tennis

Some fun news from the tennis world. I’ll first share the details from the official press release and then add my own quick thoughts.

Citi Taste Of Tennis Offers an Exciting Series of Food and Tennis Experiences To Kick-Off Premier Tennis Tournaments Nationwide

AYS Sports Marketing announced that Citi will serve as the title sponsor of the Taste of Tennis event series through 2019. Citi Taste of Tennis features cuisine prepared by top chefs and some of the world’s best tennis players in Indian Wells, Miami, and New York City. Additionally, Citi Taste of Tennis will mark its first year in the nation’s capital, Washington, D.C., in late July to kick-off the Citi Open.

“As our Taste of Tennis events have grown throughout the last several years we could think of no better strategic partner than Citi, the leading global financial services company,” said Penny Lerner, Co-Founder and CEO of AYS Sports Marketing. “Tennis is a global sport with an international fan-base, making Citi a perfect partner for our events,” says Lerner.

The four-city event brings together professional athletes, top local chefs and luxury brands for unforgettable evenings of gourmet food, interactive sponsor experiences, and appearances by the world’s best tennis players. Tennis personalities and local celebrities are paired with some of the country’s best chefs to Serve Up a unique food tasting experience. Frequent celebrity guests include: tennis’ winningest doubles team of all time, Bob and Mike Bryan, as well as Serena & Venus Williams, Alexander & Mischa Zverev, Genie Bouchard, Rafael Nadal and many others.

“Citi has enjoyed sponsoring Taste of Tennis in Miami and New York so we’re excited to expand our sponsorship to events across the country,” said Will Howle, President of U.S. Retail Banking at Citi. “Many of our customers feel passionately about world class tennis and food so we’re pleased to help serve up the fun.”

Citi Taste of Tennis Events for 2018:

  • Indian Wells, California – March 5
  • Miami, Florida – March 19
  • Washington, D.C. – July 30
  • New York City – August 23

For more information about Citi Taste of Tennis, visit and follow #cititasteoftennis on social.

My Quick Thoughts:

Food and sports pair together wonderfully, which is a big reason why many teams, leagues and events run “Taste” events like this. They are a great experiential platform that’s different than the typical live event experience, which is why it’s also a good platform for Citi. Being able to provide access to unique events is a key elements for many financial services companies that activate in the sports space, and the premium nature of the event probably aligns well with their brand too.