LTA Partners with Redrice Ventures to Back the Next Generation of Tennis Innovation

The Lawn Tennis Association (LTA) has taken a significant step beyond its traditional role as a governing body by entering the venture capital market through a new partnership with Redrice Ventures. Rather than simply supporting innovation programmes, the LTA will co-invest in early-stage businesses developing products and technologies that could shape the future of tennis while creating new long-term revenue streams beyond its historic dependence on Wimbledon.

The move comes as the LTA looks to diversify its income model. In its latest financial results, the organisation reported total revenue of £104 million, up 2% year-on-year, despite the annual surplus it receives from Wimbledon falling 4% to £48.6 million. Significantly, Wimbledon prize money exceeded the amount distributed to the LTA for the first time, highlighting the growing pressure on the governing body's traditional funding model.

Under the agreement, Redrice Ventures will identify high-growth investment opportunities, with the LTA participating alongside the venture capital firm in selected deals rather than creating its own standalone investment fund. The partnership will focus on businesses operating across sports technology, artificial intelligence, performance analytics, smart court infrastructure, digital coaching platforms, fan engagement and sports nutrition. In addition to capital, successful companies will gain access to the LTA's network of clubs, coaches and facilities, allowing products to be tested and refined within one of the world's largest tennis ecosystems.

Redrice Ventures already has a strong track record of investing in high-growth consumer and sports brands, including Castore and HYLO Athletics, and counts Sir Andy Murray among its investors. For the LTA, the partnership represents a shift towards generating financial returns from strategic investments while gaining early access to technologies that could improve participation, coaching and commercial performance across British tennis.

The announcement reflects a broader trend across sport, with governing bodies increasingly seeking alternative sources of income beyond media rights, sponsorship and major events. As technology continues to reshape the industry, organisations are recognising that investing in innovation can deliver both commercial returns and competitive advantage, positioning themselves not just as regulators of sport but as active participants in its future growth.