Collagen brand Vital Proteins has been named the official collagen partner of the Lawn Tennis Association (LTA) for the 2026 summer tennis season, expanding its presence in the UK's sports and wellness market.
The partnership will see the Nestlé-owned brand activate across a number of the country's leading tennis events, including the HSBC Championships at The Queen's Club and the Lexus Eastbourne Open, as it looks to engage consumers through sampling, experiential marketing and on-site branding.
Vital Proteins said the collaboration reflects growing links between sport, wellness and active lifestyles, with tennis increasingly attracting health-conscious consumers beyond its traditional fan base.
As part of the agreement, the brand will host a ‘Hydration Bar’ at the HSBC Championships at The Queen's Club in London from 6-21 June, offering spectators collagen smoothies and product samples. The activity will continue at the Lexus Eastbourne Open later in the month, where fans will be able to visit an interactive ‘Recharge Station’ featuring a smoothie bike challenge and product giveaways.
The brand will also feature at the Cardinal Place fan zone in London's Victoria, where spectators can watch Wimbledon matches while taking part in wellness-focused activities.
Jessica Gyateng, head of marketing for Vital Proteins at Nestlé UK & Ireland, said the partnership reflects the changing role of tennis within the broader lifestyle and wellbeing landscape.
“Tennis season today extends far beyond the court – it's become part of wider summer lifestyle and wellness culture,” she said.
“As a brand centred around movement and feeling good, partnering with the LTA felt like a natural fit for Vital Proteins. We're excited to connect with fans across the summer and introduce more people to Vital Proteins during what is set to be another iconic season for British tennis.”
Chris Pollard, managing director of commercial and operations at the LTA, said the organisation was seeing growing interest from lifestyle-focused brands looking to engage tennis audiences.
“Tennis continues to attract increasingly lifestyle-led audiences across the summer season, and Vital Proteins' commitment to championing movement and wellbeing aligns closely with the values of our sport,” he said.
The agreement forms part of Vital Proteins' wider strategy to promote collagen-based nutrition products aimed at supporting movement, recovery and everyday wellbeing. The brand has increasingly aligned itself with fitness, health and active lifestyle initiatives as demand grows for products positioned around wellness and healthy ageing.