London, 9 April 2018 – British Airways and Kyle Edmund have announced a new project today. They will provide a unique experience for Kyle’s fans by streaming his matches from the upcoming ATP tournament in Marrakesh live to his official Facebook page.

British Airways has decided to partner with Kyle and StarWing Sports, Kyle’s management company, to provide this service free of charge for all his followers in United Kingdom.

“I am excited about this amazing opportunity to have my matches streamed on my Facebook channel. It is a good chance to thank all my fans for supporting me on social media and offer them this fun experience to watch my matches from Marrakesh live in a slightly different environment. I hope everyone will enjoy as much as I will”, said Kyle.

British Airways has recently added Kyle to an elite group of its brand ambassadors. This will be the first time the company is engaging in this kind of project with the Australian Open semifinalist.

Carolina Martinoli, British Airways’ Director of Brand and Customer Experience, said: “We’re incredibly excited to have partnered with Kyle and bring more of his tennis to his fans and followers. This is the first time Kyle’s streamed live on his social channels and we wish him the very best of luck for his matches in Marrakesh.”

This partnership has been backed by Lagardère Sports, the official distributor of the broadcasting rights for the event in Marrakesh.

“We’re delighted to once again partner up with StarWing to realise another branded content case with one of the ATP’s greatest rising stars. The commitment of Kyle and British Airways showcases, that we are on the right track transforming the sport into the digital world to the young audience in the UK and create a new user experience allowing the fans to directly exchange and communicate amongst each other”, said Nikolaus von Doetinchem, Executive Vice President Global Media at Lagardère Sports.

About Lagardère Sports

Lagardère Sports is a leading sport marketing agency, with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enrich people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to provide our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,700 employees worldwide and 50 years of experience.