Social Value
With recent falling participation in Tennis, the Lawn Tennis Association (LTA), Britain’s National Governing Body for Tennis, had a vision to “open up tennis”; making it more accessible and welcoming to all abilities and backgrounds. More people playing tennis will not only improve health and well-being, but also reconnect communities and improve society.
Launched in October 2022, Deloitte worked with the LTA to develop LTA Play – a mobile-optimised booking platform on the LTA’s website, allowing anyone, anywhere, at any time, to easily book one of over 3,000 courts or courses across the country. Better access to sport has a proven positive impact on community health and well-being. 35% of Park tennis players come from lower socio-economic backgrounds, so the LTA’s investment into improving Park courts and making them accessible for booking via LTA Play gives people of all backgrounds access to tennis facilities, without the need for a membership.
LTA Play provides visibility on which courts communities are accessing, and which tennis classes are going ahead, giving the LTA the information needed to improve audience engagement, and highlighting areas where further outreach is required.
With over 8,000 bookings from more than 4,500 unique bookers in just five months since launch, the platform has directly contributed to a recent surge in tennis participation across all demographics. LTA Play makes booking a court as easy as ordering a takeaway. This engagement has allowed Deloitte to play a direct role in keeping the nation active and improving well-being through an open and accessible sport.
View the Deloitte profile in the MCA Members Directory.