LTA unveils ‘Advantage’ – a revamped membership offer for tennis fans and players with new digital platform

03/02/2021

| Tennis Wales

The LTA is continuing its drive to make tennis in Britain more accessible through digital innovation with the launch of Advantage, its new digital membership platform for tennis fans and players, which includes two new free tiers allowing anyone to join.

Utilising the expertise of digital partner Deloitte, the national governing body for tennis in Great Britain has developed Advantage as a user-friendly mobile-first platform, which offers a more personalised experience for fans, players and competitors alike.

As part of the revamp there will be five categories on offer to suit any level of interest and involvement in playing and watching tennis: ‘Fan’, ‘Play’, ‘Compete’, ‘Fan+’ and ‘Play+’. Both ‘Fan’ (for anyone that likes to follow tennis or padel) and ‘Play’ (for anyone who likes to play tennis or padel) are free and include access to exclusive videos and features, prize competitions, and discounts with LTA partners including Castore, Dunlop and Superga.

Through Advantage, anyone who indicates they are interested in playing tennis when they sign up will be able to claim their own free ITF World Tennis Number – the brand new rating for recreational tennis players, similar to a golf handicap, based on a range of data from previous matches. This development, which will be available to users from the Spring, is intended to increase participation by allowing people to easily find others at a similar level to play with.

Both ‘Fan+’ (£20 per year) and ‘Compete’ (£30 per year) members will also enjoy a range of enhanced benefits including entry into the LTA Advantage Wimbledon Ballot and priority for LTA tournament, Billie Jean King and Davis Cup tickets. ‘Compete’ members – designed for those who play in regular tennis or padel competitions at any level – will also be given the opportunity to play and stay at the National Tennis Centre, and to track match results and trend data via My Game+ technology. MyGame technology is available for Play and Play+ users.

Those who have a subscription to an LTA Registered Venue (including tennis clubs, park courts and indoor tennis centres) will be automatically entitled to free ‘Play+’ membership through LTA Advantage, which offers some of the additional enhanced benefits available through the Fan+ and Compete categories.

Only adults (18+) will be eligible for the Fan and Fan+ categories but anyone aged four and over can sign up to Advantage through Play and Play+, and also Compete at a reduced rate of £15 per year.

The LTA has also announced that all LTA Accredited Coaches are being offered free Compete membership as part of the package of benefits they receive.

Caroline Lepetit, LTA Head of Customer Engagement said: “We are excited to unveil LTA Advantage and encourage everyone to have a look round. Advantage offers customers a vastly improved, mobile-first experience and includes a range of offerings that cater for everyone, including fans and players of all levels. It is particularly pleasing to be able to offer fantastic Fan and Play packages at no cost, as we continue our work towards opening up tennis to more people.

“The new platform provides a more personalised digital experience featuring new benefits and competitions, as well as a range of exclusive content from British players, allowing tennis fans to hear more from those competing at the top of the game. Where our previous membership offerings catered predominantly for recreational players, Advantage will now allow us to better engage with a much broader range of people with an interest in our sport.”

For more information on Advantage, a breakdown of benefits for each tier and how to join, visit www.lta.org.uk/advantage.  

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