The UK’s Lawn Tennis Association (LTA) governing body has struck a new strategic partnership with investment firm Redrice Ventures, through which the pair will endeavor to identify and invest in tech firms for the advancement of UK racket sports.
This partnership will be spearheaded by the Redrice Sports Collective, an investor network headed by UK tennis icon Andy Murray, which will seek out investments across sports, media, and technology that may aid participation numbers, enhance elite performance, strengthen fan engagement, and widen the number of ways in which the public can engage with racket sports.
Murray joined Redrice as an associate partner in 2025, and is joined in the Sports collective by former Olympic triathlete Alistair Brownlee.
The combination of Redrice’s capital networks and the LTA’s reach as a governing body, the pair say, makes for a strong investment mix.
Speaking on the announcement, LTA chief executive Scott Lloyd said: “The LTA’s vision is to open up tennis and padel to many more people, and innovation is critical to achieving that goal.
“This partnership with Redrice brings us closer to the entrepreneurs and technologies that can make our sports more accessible and inclusive, strengthen how players train and perform, and grow the game across Great Britain.”
Redrice founder Tom March added: “This partnership brings together two organisations that both believe innovation is essential to the future of sport. Redrice has built its reputation on identifying and scaling businesses that can genuinely move the dial — and the LTA’s network, credibility, and mission provide a platform that very few investment partners in the world could match.”
The UK summer tennis season, headlined by the flagship Wimbledon Championships grand slam, brought a raft of new commercial sponsors for the LTA back in June.
Under a multi-year deal, Saudi Arabia’s Public Investment Fund (PIF), the country’s sovereign wealth investment vehicle, and global investment organization EQT are all now official partners of the LTA’s Queen’s Club Championships (a prominent Wimbledon warm-up event), known as the HSBC Championships for sponsorship reasons.
The LTA also announced five new food, beverage, and wellness partners for its four grass court tournaments for the 2026 season, encompassing the Queen’s Club Championships, and the LTA’s Nottingham, Birmingham, and Eastbourne tournaments.
