Lawn Tennis Association
Changing tennis perceptions by changing-up the language.
The Lawn Tennis Association (LTA) is on a mission to open-up tennis for all but in 2025, new research showed how uptake was limited with C1/C2 socio-economic families.
For them, it wasn’t an issue of class but an issue of formality, tennis felt like a game of rules only for people who want to play professionally and not have fun as a family.
We gave tennis a new body-language, making it feel as casual and carefree as a kickabout with a set of games made to be played by the family all in the pursuit of fun. To get Britain going, we enlisted the help of Stacey Solomon & Joe Swash to ask the nation a question Fancy A Knockabout? Supported by a raft of influencer activations and inspiration content, we didn’t just invite the nation to play, we gave them to tools to do it.
Impact
By creating a new, fun-first, family- orientated way to try tennis, we made tennis able to move from the mental position of ‘sport’ to ‘family fun activity’ – in doing so, making tennis feel more accessible and inspiring a new audience to discover the world of fun available at the touch of a racket.
Get in touch
Want to have a chat about how we could work together? Matt's your man.
matthew.bonny@bmbagency.comIf you'd like to talk to someone about job applications or work experience, Sofi can be of service.
sofi.andersson@bmbagency.com