Prime Video reinvests 2021 US Open funds with LTA

Prime Video has partnered with the LTA to create the Prime Video LTA Youth Girls programme. 

The initiative will train coaches across Great Britain to deliver lessons and guidance specifically designed for girls, and fulfils Prime Video’s promise to reinvest the funds from sharing the broadcast of the 2021 US Open Final with Channel 4, into British women’s tennis. It is a “seven-figure” investment from the streaming platform following Emma Raducanu’s victory driving high viewing figures for the match.

The Prime VCideo LTA Youth Girls programme will run for two years, until the end of 2024, and will focus on creating an environment that motivates girls and young women to play and stay in tennis after LTA research identified that girls want to play with friends in a fun and pressure-free setting, with relatable coaches who can build confidence and drive enjoyment.

It also aims to achieve a high number of female coaches, with coaches able to apply in the autumn. Successful applicants will receive bespoke training and support from the LTA to help them launch local sessions within the programme. 

Prime Video’s investment will fund this training, as well as rewards and training kits, support for hosting school roadshows, promotional events and equipment such as rackets, balls and t-shirts.

Raducanu said: “I’m extremely pleased to see the funds generated from the US Open Final go towards this new programme, which is a step in the right direction to bring more young girls into the sport and will continue to support a bright future for women’s tennis in this country. As an ambassador of LTA Youth, it’s great to see a complimentary program take shape and hopefully bring some more success.”

Alex Green, MD of Prime Video Sport Europe, added: “It was important for us that Emma’s story and her historic win would have a lasting legacy in the sport. The LTA have been super partners in helping us to understand the hurdles facing the next generation of female British tennis players and using our seven-figure investment to develop Prime Video LTA Youth Girls. The programme will bring thousands of new female players into the sport, hopefully to follow in the footsteps of Emma and reach the pinnacle of the game.”

Julie Porter, LTA chief operating officer, commented: “The LTA is very pleased to be partnering with Prime Video on this important programme. We know from our research that there are specific interventions that can make tennis more appealing for girls. This programme will seek to remove barriers and provide a specially trained workforce of coaches who will work with young girls to give them the best possible opportunity. We hope that this will have a real impact on the next generation of female players.” 

Prime Video is the exclusive broadcaster of ATP and WTA Tour tennis in the UK and Ireland through to the end of 2023.