Tennis body’s head marketer quits to start sports agency

The Lawn Tennis Association’s (LTA) head of marketing, Sara Acworth, is leaving the association to set up her own sports marketing agency.

Acworth, who has held the role for two years, plans to leave after The Wimbledon Championships.

She is setting up an agency, provisionally titled Coroebus, which will target brands seeking a “healthy” positioning. Acworth says that the agency will also offer a consultancy service.

Acworth spent five years at the LTA, she held various marketing roles before landing the top job in that department in 2004.

Tasked with increasing tennis’ appeal, her most recent project was the launch of Raw Tennis, an initiative aimed at encouraging more young people to play the sport.

Acworth’s departure follows a restructure and the arrival of chief executive, the former Sport England boss, Roger Draper. She insists the decision to leave was her own.

The LTA has yet to find a replacement and a spokesman says Draper is still reviewing the organisation.