The LTA is understood to be in talks with at least six big City institutions over providing £24 million over the next four years to become the title sponsor of the pre-Wimbledon tournament at the Queen’s club, a position currently held by Artois, the larger brand.
Under the deal, the LTA’s partner would also have the rights right to sponsor a series of Wimbledon warm-up events, and host a hospitality area at the All England Championships. LTA executives hope a new sponsor can be encouraged to fund the development of the sport at grassroots level and make it easier for youngsters to play on municipal courts, by bankrolling tennis centres run by local councils.
Head of strategy at the LTA, Bruce Philipps, said this was an “opportunity to become the halo brand behind the rejuvenation of the sport”.
As well as a headline sponsor, the LTA also wants to raise a further £6 million by making available a number of separate, smaller sponsorship packages.
