The Lawn Tennis Association (LTA) today (27.1.04) announced its new marketing structure focused on attracting and keeping young people from all backgrounds and of all abilities in tennis.

The new structure will divide the marketing function from the revenue generating commercial arm (previously combined under former Marketing Director Steve Curzon). A new commercial director will shortly be recruited and will report to Chief Executive John Crowther, along with the current Director of Communications, Heidi Cohu.

The Communications team will continue to work with opinion formers, such as the media and government, to further develop the LTA’s messages as the governing body of tennis.

Marketing will focus on the support and delivery of grass roots tennis through the LTA’s Tennis Operations team.

Sara Acworth, the LTA’s marketing manager for the past three years, has been promoted to Head of Marketing. Sara will report to Rebecca Miskin, LTA Tennis Operations Director, and will be responsible for the marketing strategy for key grass roots areas, including Juniors/Events, Clubs & Coaches and Advantage Membership.

Marketing for 2004 will focus on 10 to 18-year-olds, an age group that all sports struggle to keep in the game.

Sara Acworth said: ‘Our future success in making Great Britain a great tennis nation depends on attracting and keeping juniors in the game. Tennis must compete with all other junior pastimes, from computer games to other
sports. In 2004, we will build on the past three years’ success in Mini Tennis (4-10 years) and focus on making tennis appeal to teenagers (10-18 years).’

The LTA’s commercial team will now have an increased emphasis on building external partnerships, especially in the business community, with the opportunity for the new commercial director to head up the LTA’s Commercial,
Sponsorship and Tennis GB operations. Details of this appointment will be announced at a later date.

Sara Acworth is available for further comment/interview

For more details contact:

Johnny Perkins
QBO Bell Pottinger
T: 020 7861 3166
F: 020 7861 2470
M: 07909 975152