LTA partners with Deloitte to drive digital innovation

05 Aug 2020

By: Sport Industry Group

The LTA and Deloitte have announced the launch of a new collaboration which will create digital initiatives to support the LTA’s ‘Tennis Opened Up’ campaign.

The campaign, part of a drive to encourage people of all ages, backgrounds and fitness levels to take part in the sport, aims to grow participation and attract a new generation of tennis fans. 

As part of the deal, Deloitte will help to develop and improve the LTA’s digital platforms to give players, coaches, volunteers and fans personalised information on the facilities available, as well as the governing body’s latest content and upcoming events. 

The business advisory firm will also run a development programme for LTA Accredited Coaches across Great Britain in a bid to enhance their digital skills and support them to grow resilient businesses with digital capabilities. The scheme will also attempt to make it easier for coaches to manage their accreditation and access online training modules based on their career objectives.

Chris Pollard, LTA Head of Strategy & Innovation said: “We are excited to announce this collaboration with Deloitte and will work with them to boost engagement with tennis through new technologies, learning from their expertise in digital transformation. 

“For too long, tennis participation numbers have suffered as a result of how difficult it can be to find a court, a coach or someone to play with. Through the launch of these new digital tools, we aim to make booking a tennis court as simple as ordering a takeaway. 

“Communication between coaches, parents, schools, volunteers and players will also be as seamless as connecting on social media. As a result, we hope this will open the game up for new players and new communities to experience the benefits of tennis, allowing us to grow the number of people enjoying our sport and its physical and mental health benefits.”

Mark Lillie, global technology strategy and transformation leader at Deloitte, said: "Growing participation in sport will help our society overcome significant challenges, including by improving physical and mental health, building new skills and creating new social opportunities.

“Tennis is a sport with a fantastic history and we’re looking forward to working with the LTA to ensure that more people can enjoy the benefits of the game in the future. Digital platforms will create new ways for tennis players, coaches and fans to engage with the sport and benefit from the opportunities it brings.”

The two organisations will work together on new methods of fan engagement during live tennis events, including platforms like virtual reality. Deloitte, meanwhile, will help the LTA to drive inclusion through web design, constructing and coding existing and new web pages to make the LTA’s website accessible to all, and will also explore digital solutions to improve the sustainability of the governing body, such as digital memberships and ticketing.