The Lawn Tennis Association (LTA) is expressing confidence in the future of British tennis, even as Andy Murray prepares to bid farewell to the sport. As Queen’s Club gears up for the grass-court season, the LTA is upbeat about the state of British tennis.
Gary Stewart, head of commercial partnerships at LTA, highlights the presence of players like Katie Boulter and the strong interest in the sport, both in terms of players and revenue generation, with record earnings exceeding £100 million last year.
The LTA is strategically diversifying its income streams, moving away from over-reliance on Wimbledon by seeking meaningful partnerships with brands. This approach has led to substantial growth in commercial income, with new sponsorships from brands like Lexus and Brita, and renewals with others.
One of the key initiatives is securing a title sponsor for their pre-Wimbledon event at Queen’s Club, which will now feature a women’s tournament as well, running over two weeks from next summer. The LTA aims to secure £4-£5 million annually for a minimum of three seasons from a global brand.
The organization is also looking to enhance the visibility of British tennis internationally, signing a broadcast deal with the Tennis Channel. Stewart emphasizes the excitement around hosting top-tier tennis events in London and the desire to work closely with sponsors for mutual benefit.
Despite Murray’s impending retirement and changes in the tennis landscape, the LTA remains optimistic, highlighting rising talents like Jack Draper, Emma Raducanu, and others who are poised to carry British tennis forward. While exploring various commercial opportunities, the LTA remains cautious about certain partnerships, particularly with entities like Saudi Arabia, maintaining a principled stance while keeping an open mind for future collaborations.
The article also touches on the LTA’s plans to expand its “summer of tennis” offerings and acknowledges Murray’s immense contribution to British tennis while looking forward to the next generation of stars.
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The Lawn Tennis Association (LTA) is expressing confidence in the future of British tennis, even as Andy Murray prepares to bid farewell to the sport. As Queen’s Club gears up for the grass-court season, the LTA is upbeat about the state of British tennis.
Gary Stewart, head of commercial partnerships at LTA, highlights the presence of players like Katie Boulter and the strong interest in the sport, both in terms of players and revenue generation, with record earnings exceeding £100 million last year.
The LTA is strategically diversifying its income streams, moving away from over-reliance on Wimbledon by seeking meaningful partnerships with brands. This approach has led to substantial growth in commercial income, with new sponsorships from brands like Lexus and Brita, and renewals with others.
One of the key initiatives is securing a title sponsor for their pre-Wimbledon event at Queen’s Club, which will now feature a women’s tournament as well, running over two weeks from next summer. The LTA aims to secure £4-£5 million annually for a minimum of three seasons from a global brand.
The organization is also looking to enhance the visibility of British tennis internationally, signing a broadcast deal with the Tennis Channel. Stewart emphasizes the excitement around hosting top-tier tennis events in London and the desire to work closely with sponsors for mutual benefit.
Despite Murray’s impending retirement and changes in the tennis landscape, the LTA remains optimistic, highlighting rising talents like Jack Draper, Emma Raducanu, and others who are poised to carry British tennis forward. While exploring various commercial opportunities, the LTA remains cautious about certain partnerships, particularly with entities like Saudi Arabia, maintaining a principled stance while keeping an open mind for future collaborations.
The article also touches on the LTA’s plans to expand its “summer of tennis” offerings and acknowledges Murray’s immense contribution to British tennis while looking forward to the next generation of stars.