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

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