Visitors to the London Tennis Show at ExCel, April 30- May 2, are guaranteed a unique experience should they wish to make a major equipment purchase following the appointment of The Fitness Company (The FitCO) as the show's official retailer.

"I have spoken to the main brands and am able to confirm that we have made arrangements with Wilson, Babolat, Prince, Head, K Swiss, Ascics, Nike and Adidas who will all be featured in the Tennis Shop at the show, as well as supporting features and promotions," commented a delighted Mark Elliott, CEO of The FitCO, on the announcement that the company had been selected as the exclusive retail partner for the forthcoming show.

Prince Rackets has confirmed their booking for the inaugural Tennis Show being run alongside the London Golf Show at ExCel between April 30 and May 2.

The innovative company will be displaying their latest range of products which will be available for the public to both test and purchase during the three days of the consumer show.

Global research released on Thursday reveals that winning is not the most important thing when it comes to playing sport.

Sportsmanship (66%), health and fitness benefits (57%), teaching discipline and abiding by rules (60%) are all considered more significant benefits of playing sport than actually winning (22%), in a poll of over 1,400 worldwide sports fans by Barclays Spaces for Sports, the programme that uses sport to revitalise disadvantaged communities around the world.

In the week of the Australian Open, tennis is recognised as producing the most positive global sporting role models.

Andy Murray may not have won Britain's first grand slam in 74 years, but that doesn't mean tennis fans have nothing to celebrate.

Looming large on the horizon is the inaugural London Tennis Show - a major consumer show for anyone in tennis to visit between Friday April 30 and Sunday May 2 - which is being launched alongside the successful London Golf Show at ExCel London, the international exhibition centre on the banks of the River Thames.

Sunbaba, the event branding specialists, have been showing off their products, skills and experience at the Event Production Show at Olympia this week.

John Lewis will be the official department store of the 2012 London Olympics after signing up as the 26th domestic sponsor of the games.

The British retail chain was unveiled Monday as a "tier three provider" of the Olympics, a status which usually costs companies about £10 million.

It was a bumper two weeks down under, with records crowds and extraordinary matches. The 2010 edition will be remembered as a rare vintage year as far as Grand Slams go.

A record crowd of 653,860 attended Melbourne Park, smashing the previous record by nearly 50,000 in a fortnight of tennis that dominated the world sporting spotlight.

Andy Murray has just completed the best two weeks of his playing career, reaching the final of the Australian Open, his second grand slam placing, and losing to the top player on the planet, Roger Federer, 6-3 6-4 7-6 (13-11) in a nail biting and thrilling contest.

His desire to win a Grand Slam title remains undimmed by the defeat.

Advantage Media Network, the UK's biggest specialist tennis content agency, and adidas UK have launched a digital tennis magazine.

Entitled "adizine" the 26 page digital magazine showcases products in the adidas tennis range from shoes and clothing to rackets.