The Lawn Tennis Association (LTA), British tennis’ governing body has today named creative agency BMB as the lead creative partner for LTA Youth.
BMB’s new remit will be to support the LTA in its key objective of getting more children into the sport at grassroots level, in order to fulfil its vision to ‘open up’ a game that is traditionally seen as the preserve of the middle and upper classes.
The LTA will look to achieve these objectives by making tennis more ‘relevant, accessible, welcoming and enjoyable’, through initiatives such as the LTA Youth Programme.
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“BMB presented an exciting strategic and creative marketing solution that will help enthuse more kids to engage with tennis, a solution that has the potential to go far beyond digital. We are looking forward to the physical impact that our work together will make to drive participation even further”, LTA marketing & commercial director, Richard Daish said.
BMB secured the LTA account at the outcome of a competitive pitch process handled by the LTA itself. A fully integrated campaign is slated for launch later this year.
BMB CEO, Jason Cobbold added: “The LTA is an inspirational organisation on an exciting journey to get more children playing tennis. As a sporting governing body, they have a huge role in growing the sport and we are thrilled to be the LTA’s lead creative partner on this exciting and important project.”
