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VisitBritain secures Wimbledon partnership
National tourism agency VisitBritain has confirmed a new founding partnership with the All England Lawn Tennis Club as part of a wider £100m public/private sector programme.
The club will be represented by Wimbledon Lawn Tennis Museum as part of the agreement, which will help generate global exposure of the London venue as a tourist attraction. It is also anticipated that the deal will see the augmentation of VisitBritain's media budget in exchange for business-to-business, public relations and consumer advertising support.
VisitBritain chief executive Sandie Dawe said: "We are excited at the opportunity of using the Wimbledon brand to appeal to sports fans. Sports tourists already bring in nearly £2.3bn a year supporting economic growth and generating jobs across the country." Ashley Jones, commercial manager at Wimbledon Lawn Tennis Museum, added: "This partnership brings clear mutual advantages to both VisitBritain and Wimbledon Lawn Tennis Museum, raising our profile and all that we have to offer."
The agreement forms part of VisitBritain's wider marketing programme, that aims to deliver an additional 4 million visitors to the UK over a four-year period.
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