Inbev UK is bringing its sponsorship of the Artois Grass Court Championship tournament to an end.

The UK arm of the global brewer confirmed yesterday (17 March) that it is winding up its 30-year relationship with the Lawn Tennis Association in the UK, with this year's Artois-sponsored tournament marking the end of the tie-up.

InBev said that the decision to conclude the sponsorship was taken by both parties by mutual consent. "The move is part of the LTA's new commercial strategy to boost income into British tennis by attracting a sponsor to support a wide range of activities rather than just one tournament," the company said in a statement.

"As part of our new commercial strategy we are looking to market the sport as a complete package, rather than as a series of individual events and programmes," said the LTA's chief executive, Roger Draper. "Once we explained this new approach, ourselves and InBev both agreed that now is an appropriate time for a change."

When contacted by just-drinks today, a spokesperson for InBev said: "Inbev was happy with the current brand asset of the tournament, but the LTA wanted a change in direction."

The Artois Grass Court Championship is traditionally the main warm-up event for male tennis players heading to the Wimbledon tournament.