Hastings Direct is to become title sponsor of the British Tour and the National Tennis Championships, which will now be called the Hastings Direct Tour and the Hastings Direct National Tennis Championships.
The company has invested £400,000 in the three-year deal with the Lawn Tennis Association.
Managing director David Gundlach said: "This is a fantastic opportunity to invest in our national tennis talent at all stages and is a fitting event for Hastings Direct's debut into sponsorship on a national level."
