LTA loses its sponsorship director to cricket charity

The Lawn Tennis Association’s (LTA) director of international sponsorship, John Feaver, has left after 22 years to head a children’s charity.

The Wimbledon-based LTA is going through a reorganisation and is expected to announce a replacement for him next month.

Feaver has joined The Lord’s Taverners, a cricketing-based charity, as head of fundraising and commercial.

He will be responsible for increasing the profile of the Taverners and generating additional income. The group raises about £36m a year for special-needs children and youth sport.

“This is a new opportunity in another sport, having been involved in tennis for some time,” he says. “I’ve always been a cricket lover and this charity is a good way to maximise money for children in need.”

The Taverners organises about 50 events, mainly celebrity cricket matches, each year.

Feaver, who started off at the LTA organising tours, will continue to be involved in Wimbledon, working on player relations.

A former Davis Cup player, in recent years Feaver has teamed up with John Lloyd and played against John McEnroe in the Legends event at the All England Club.

“At Wimbledon you don’t have sponsors, you have official partners. It’s a closed event with no signage in the centre court. It’s very unusual these days and quite refreshing, because sport is a very commercial business,” he added.

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