The Leith Agency is working with its insurance and pensions client AEGON on the firm's consumer tennis sponsorship campaign.

AEGON became the first ever lead partner of British Tennis following the launch of a new commercial programme at the start of 2009. The company signed a five-year deal that will run until 2013.

The first campaign, which will coincide with the Davis Cup, will be seen in the Braehead shopping centre and includes light box posters and wall vinyls. A promotional area will house a 3D tennis net with crowd giveaways of 'Ace' clappers and 'In/out' foam hands.

A media package has been booked with the Times to feature advertising in the sports section for the three days of tennis action and a permanent MPU online.

The creative theme of "Backing the Davis Cup Team every step of the way" extends to promotional gifts for journalists including a pair of bespoke, blue tennis socks.

After the Davis Cup in March development work will start to support the summer season of tennis, including the AEGON Championship at the Queen's Club, the Classic at Edgbaston, International at Eastbourne and the ongoing AEGON Pro-Series programme.