Insurance group LV= has signed up to sponsor the Statoil Masters tennis tournament which will feature some of the sport's biggest names from yesteryear.
The IMG-owned 'legends' tournament takes place at the Royal Albert Hall this December and will be contested by a host of former stars including John McEnroe, Tim Henman and Pat Cash.
As part of the deal, LV= will also be the sponsor of Hawk-Eye line calls and Speed of Service.
Claire Jeromson, the firm's head of sponsorship, said: "This further expands our sponsorship portfolio and gives us new areas to work in to supplement our existing programmes in rugby and cricket."
LV= has retained sports and entertainment agency brandRapport to work on its sponsorship programmes.
The agency has been involved in the negotiations and sponsorship strategy and will handle the PR, event management, hospitality and other support activity.