Entered by Little Dot Sport

The summer of 2024 was a crowded space for sports attempting to achieve cut-through, but the LTA knew they had a huge opportunity owing to a unique combination of events; the retirement of the greatest British player of all time, coinciding with the Olympic Games following on immediately from Wimbledon. Each of these events provided tennis with the opportunity to take the spotlight, but together they served up the potential to reach & engage more people in the sport than ever before, and to directly impact participation levels – both now & for years to come. Throughout the summer, the LTA racked up 161m views, 226m impressions & 4.8m engagements, reaching more diverse audiences and helping to drive the visibility of tennis up to record levels. With visibility directly and demonstrably impacting participation levels, there is no doubt that the results on social this summer have helped the LTA achieve their overarching mission.