The Lawn Tennis Association and Redrice Ventures will jointly hunt for products, tech and business models spanning grassroots access to elite pathways in tennis and padel, with Redrice’s Murray-led athlete network steering deal-flow.
The Lawn Tennis Association (LTA), the governing body for both tennis and padel in Great Britain, and Redrice Ventures, an investment firm focused on health, wellness and sport, have announced a strategic partnership aimed at identifying and backing innovations that advance the future of racket sports in the UK. The partnership reflects a shared commitment from both organizations to spotting products, technologies, and business models that align with the LTA’s mission: “to transform communities through tennis and padel by making the sports welcoming, enjoyable, and inspiring to everyone.”
The partnership will focus on areas that are at the core of the LTA’s mission: inclusivity, accessibility, facilities, and player pathways from grassroots to elite. It will explore opportunities across sport, technology and media that help grow participation and create new ways for people to experience racquet sports.
Redrice Ventures is home to the Redrice Sports Collective, a network led by Andy Murray and Alastair Brownlee that brings deep expertise in identifying and scaling sports and consumer businesses. The Redrice Sports Collective includes a growing group of elite athletes, operators and advisors across sport.
Andy Murray, who joined Redrice as an Associate Partner in 2025, said: “I hope this partnership helps to introduce tennis and padel to people who might not have played either sport before.”
The Redrice Sports Collective will play an active role in the partnership with the LTA by contributing industry intelligence, deal-flow, and direct interaction with the companies that the partnership chooses to support.
Details of specific activities and priorities under the new partnership will follow in due course.
