LTA is rebranded as it launches #TennisForBritain initiative to open up sport to wider audience
The LTA has launched a #TennisForBritain initiative that it hopes will promote the sport to a wider audience.
In a bold relaunch that includes a new logo and the shedding of the long form Lawn Tennis Association name in favour of the slicker LTA, the organisation charged with promoting the sport across the country is eager to encourage participation at all ages, with a stated aim of boosting interest in the sport with a series of initiatives.
“Our vision is ‘Tennis opened up’, and our mission is to grow tennis by making it relevant, accessible, welcoming and enjoyable,” read an LTA statement.
“We’re here to govern and develop tennis in Britain, from grassroots participation through to the professional game.
“Tennis is an amazing sport. Anyone can play; whatever their motivation or ability, from all communities and backgrounds. At any age and for a whole lifetime, tennis provides physical, social and mental rewards both on and off the court.
“We’re working towards a future where tennis is truly a sport for all. All ages, all backgrounds, and all levels of fitness – anyone can pick up a racket and everyone can be a part of the tennis family.
“We want tennis to be open to as many people as possible, across the whole of Britain. We are here to help many more people pick up a racket, whether it’s for the first time, or the first time in a while. We want to enable men and women of all ages and abilities to play more often, all year round.
“Starting early is crucial to playing for the long-term. We need more children to start playing and will do what it takes to make it as easy as possible for parents and kids across the whole of Britain to choose tennis. We will also build new and develop existing relationships with schools and local communities, so more kids and young people than ever before are able to pick up a racket.
“We are committed to delivering a clearer route for players to develop – from starter sessions with our brilliant accredited coaches, to first-class support at our National Academies. Our Player Pathway is designed to find and nurture the next generation of champions, with a particular focus on enabling young players to break into the top 100, win medals at the Olympics and Paralympics, and in turn, inspire fans across the nation.
“Our mission. To grow tennis by making it more relevant, accessible, welcoming and enjoyable.”
A raft of fresh appointments at the LTA over last couple of years that has included the arrival of ambitious CEO Scott Lloyd has created a fresh approach at the organisation and now they are keen to roll out their vision for the sport’s future.
With another Fed Cup match on the LTA’s horizon in London next month, the countdown to a summer of tennis well underway, with tickets for all LTA events available HERE.
Follow Kevin Palmer on Twitter @RealKevinPalmer
More from Tennis365:
Rafael Nadal sees a bigger picture and says ‘we can’t complain’
Some players have been frustrated by a strict quarantine process ahead of Australian Open.
Nick Kyrgios on Novak Djokovic: ‘He’s technically our LeBron James and has to set an example for tennis’
Nick Kyrgios on his latest criticism of Novak Djokovic.
Andy Murray facing ‘huge year’, but brother Jamie says former world No 1 still has ‘a lot of great tennis in him’
Jamie Murray on brother Andy’s comeback hopes.
Daniela Hantuchova praises Naomi Osaka for being a ‘wonderful inspiration in women’s tennis’
“What a wonderful young grown-up lady she has become.”
Spanish player feels ‘abandoned’ after positive coronavirus test: ‘It’s the worst experience of my career’
“It’s far and away the worst experience of my career.”
Rafael Nadal’s thinly veiled jibe after Novak Djokovic quarantine pleas: ‘Some of us help each other privately’
Rafael Nadal has his say on the quarantine saga.
Exclusive – Barbara Schett insists Novak Djokovic had good intentions with his letter to Australian Open chief
Barbara Schett talks to Tennis365 about Novak Djokovic.
Former world No 1 urges Australian public to give Novak Djokovic ‘another chance to explain himself’
“He was being a leader and it just came off wrong.”
Ashleigh Barty happy to ‘knuckle down’ and get back into routine ahead of Australian Open
Ashleigh Barty ready for her big comeback.
2021 Australian Open prize money breakdown: Smaller cheques for winners, boost for first-round losers
A look at the 2021 Australian Open prize money.