London – In a bid to make tennis more accessible and inclusive, the Lawn Tennis Association (LTA) is launching a creative campaign to challenge preconceptions about the sport and attract new players. Created with marketing agency The&Partnership, the #YourCourtYourRules campaign invites everyone to play the sport their way.
A high-energy campaign film shows how tennis has evolved over the years, contrasting black and white footage with a diverse and colourful vision of the modern game. Elsewhere, a series of vibrant posters focus on the individual personalities of the people featured in them, highlighting how people of all ages, backgrounds and abilities are enjoying the sport on their own terms. ‘We continue to make tennis more relevant, more accessible, more welcoming and more enjoyable, and it really doesn’t matter how good you are, wherever you play, play your way,’ says Richard Daish, marketing and commercial director at the LTA.
As Sportive Affluents continue to revive interest in traditional sports, the sector is increasingly catering for shifting consumer values with inclusive campaigns that align with the growing influx of Generation Z athletes.
Explore how an updated visual identity and welcoming messaging can create a more inclusive environment for newcomers, whether you're operating a brand or organising a sport