The Lawn Tennis Association (LTA) has unveiled its latest marketing push to attract sponsors and boost player numbers for the sport.
The organisation will relaunch itself as simply “LTA”, and will use the strapline and logo “Tennis Nation”. The rejig, which has been created by Interbrand, will be used for a direct mail campaign this year as well as for national newspaper advertising around next year’s “Play Tennis” campaign, which will offer a free day of tennis coaching at clubs around the country.
The branding work will also be used to update its schools communications and on a revamped LTA website to be launched in September.
The LTA hopes its modernised image will please existing sponsors, which include Procter & Gamble’s detergent brand Ariel, as well as help to attract new partners.
The LTA is searching for sponsors for its mini-tennis and grassroots tennis programmes. An LTA spokesman says that the organisation is in talks with a number of companies and agencies, but no decision has yet been made.
He adds: “It is an exciting move. Hopefully this will enhance our sponsorship and marketing initiatives.”
The brand update will directly involve the British team insurer Marsh, including all future sponsor branding during the Davis Cup, Federations Cup and Junior competitions.