The LTA has secured a five-year partnership with AMC, the model created by Andy Murray and Castore, and can develop into its Official Efficiency Attire Companion from 1 January 2021.
The sportswear model will develop into the unique provider of efficiency tennis clothes (excluding footwear) for LTA Efficiency and accredited teaching groups, in addition to Billie Jean King Cup, Davis Cup and World Crew Cup gamers and help workers.
As a part of the brand new settlement, AMC may even have intensive branding rights throughout the LTA’s programme of summer season main occasions together with the Fever-Tree Championships at The Queen’s Membership and the Nature Valley collection in Nottingham, Birmingham and Eastbourne, in addition to on the Nationwide Tennis Centre in Roehampton.
They may even produce a variety of co-branded attire and duplicate equipment that includes LTA and AMC logos, which shall be bought via Castore/AMC and LTA retail channels, in addition to by way of retailers at LTA main occasions.
Of this income, a big quantity shall be re-invested into the help of grass roots tennis in Britain as a part of the LTA’s imaginative and prescient to open up tennis to many extra folks.
The brand new deal types a part of the LTA’s business technique to create worth throughout each side of tennis, via growth of strategic partnerships with excessive profile manufacturers.
Scott Lloyd, LTA Chief Government, stated: “It is a improbable partnership and demonstrates the attraction of tennis to related excessive profile manufacturers. AMC produces the very best high quality, innovative attire for elite athletes, and our Efficiency staff is actually wanting ahead to working with them over the subsequent 5 years. Andy Murray’s involvement speaks volumes for the model’s high quality and potential, and we’re delighted to be becoming a member of the AMC household as we proceed the expansion of our advertising and business exercise to help tennis in Britain.”
Andy Murray stated: “We’ve spent quite a lot of time creating and designing a premium vary of tennis attire, that is the subsequent step in rising the model within the UK. Our imaginative and prescient is to develop into a significant international tennis model, but additionally to help grassroots tennis. Growing participation in any respect ranges is vital so we’ll be reinvesting a few of the income into rising the sport.”
Pascal Lafitte, Castore’s Head of Crew Partnerships, stated: “We’re thrilled to enter this partnership with the LTA, one in every of Nice Britain’s most iconic governing our bodies. The LTA performs a vital half in making certain the way forward for tennis within the UK, and this matches completely with our imaginative and prescient for AMC. Our ambition is for AMC to develop into the very best attire alternative for British tennis followers, and our partnership with the LTA is a key step in constructing in the direction of this. We’re additionally delighted to be working collectively in supporting grassroots to additional improve participation in tennis. We’re very enthusiastic about unveiling our LTA x AMC vary to tennis followers throughout the nation and may’t watch for subsequent 12 months’s British tennis season to start out.”
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