Igniting kids' love for tennis
Working with the LTA, we’re using tech to bring the sport to new audiences
The Tennisables are serving up tennis tips
Tennis, like many sports, can boost physical and mental health and improve confidence and coordination: all qualities valuable at any age, on and off court.
As the Digital Transformation Partner of the LTA (Lawn Tennis Association), we’re using tech wizardry and some colourful characters, known as the Tennisables, to share the joy of tennis with children all over the UK.
It’s the latest initiative in a five-year mission to transform the LTA, Britain’s national governing body for tennis, and use technology to take the sport to new audiences.
So far, it’s attracted over 2.5 million more players. And we’re planning to attract many more.
Working together to further grow an inclusive tennis community, our goal is to help spark a love for the game, among younger players, that will last a lifetime.
Bringing magic moments – on and off screen
Meet the Tennisables: Ace, Bounce, Dash, Smash and Spin.
Five tennis themed friends who, thanks to augmented reality (AR), are serving up some top tennis tips and impressive skills this summer.
“Typically, young people start to play tennis if their parents are into it,” explains Andy Selby, head of partnerships and sponsorship at Deloitte UK. “If they’re not, children will most likely need another way into the sport.”
Working together with the LTA, our digital and marketing experts created a fun, collectible card for each Tennisable.
It shows a signature shot and favourite British player and also features a QR code. When this is scanned, through the wonders of AR, the character pops up to teach kids tennis techniques.
“Kids have to want to play, and not just if they are on court with a coach” Andy continues.
“We’re using AR to engage them and create moments of surprise and delight to help make that happen no matter where they are.”
It’s a way of integrating tech with sport, to help find a balance between spending time on screen and being more active off. As well as engaging new fans and players, the cards encourage those who’ve already discovered tennis to keep practising.
Launched in April 2025, over 25,000 packs have been sent to schools and coaches, distributed in tennis starter packs and were even given out at LTA major events, like the Nottingham Open and Queen’s Club Championships.
“We've helped put fans and players at the heart of what the LTA wanted to achieve. This has been a really successful digital transformation; the stuff we dreamed of when we started working together.”
Andy Selby, Head of Partnerships and Sponsorship, Deloitte
In need of a rematch
It’s a promising time for British tennis, but rewind to 2020 and the game was going through a rough patch in the UK. Participation was falling, and outdated systems made it hard for people to play and feel truly connected as a fan.
In 2020, the LTA set out to change that. Its new vision – Tennis Opened Up – aimed at making the sport more welcoming, enjoyable and accessible for everyone.
As the LTA’s digital transformation partner, we’ve been collaborating on the areas where tech can make a real difference.
Starting out, we drew up a transformation roadmap to help the LTA accelerate change over the next five years, then we worked with our alliance partners, including Salesforce, to ensure the LTA had the right tech and data platforms to visualise, manage and create a single view of current and potential audiences.
With the new tech foundations in place, we established a more cohesive experience through new websites, portals and platforms, making it easier for fans to play and access the sport.
Using tech to accelerate progress became more and more important as we delivered new online booking and payment systems, digital tools for clubs and coaches, community and training programmes and LTA Courtside, the official app for tickets and tournaments.
As well as focusing on engaging and growing players and fans audiences, we’ve also helped grow the wider tennis community, from training coaches and LTA volunteers with new digital skills to using AI to increase engagement with padel, the fastest growing sport in Europe.
From booking to belonging
Our partnership has reached millions. Memberships are surging, while clubs and facilities are going digital. It’s now as easy to book a court as it is to order a takeaway.
“Whether you're a coach, a volunteer, a player or a fan, everything has been improved with you in mind,” says Andy.
“The LTA now has two million people on its membership platform. More people are turning up to more events, and they’ve got more commercial partners and more money. It’s a great success story.”
The Tennisables are just one example of what the LTA and Deloitte can do when technology and imagination come together.
With every new player, coach or curious child, the game grows stronger. Today, 5.83 million adults play each year, with 2.65 million taking part monthly. Over 600,000 children get involved at least once a week, with annual figures reaching recording highs.
Together, the LTA and Deloitte are shaping a future that’s inventive and inclusive – one where British tennis is smashing it.
Get in touch
Andy Selby
Head of Partnerships and Sponsorship
agselby@deloitte.co.uk
+44 (0)20 7007 4553
“The LTA’s partnership with Deloitte has helped us to further our mission to transform communities through tennis across Britain.
From children engaging with the sport for the first time through the Tennisables to adults booking their local park court or buying tickets to LTA
major events.”
Chris Pollard, Managing Director, Commercial and Operations, LTA
