Stella Artois is backing its coverage of next week's tennis tournament in London with an initiative for mobile phone users

The Stella Artois Tennis Championships, a precursor to Wimbledon which takes place next week at Queen's Club, gives InBev UK the opportunity to offer mobile phone users the chance to watch highlights on their handsets.

Users will be able to access the WAP site by texting TENNIS to 83040 to receive their dedicated content. By doing so, they will also stand a chance to win VIP tickets for Finals Day.

'Ace Service' provides a content service of match play and diary features for 3G mobile phone users. Exclusive 20-30 second video-clips of highlights will be available each day along with live scores, match updates and 'track a player' features.

The mobile content has been devised and launched by Stella Artois in conjunction with Vodafone and creative agency, Marvellous. 

"Stella Artois is emphasising its leading brand status by unveiling a world first in tennis event communications," said Kevin McQuillan, Stella Artois sponsorship manager, today (8 June). This is a fast paced week and the new system is designed to keep enthusiasts up to date with the latest action as it happens."