LTA Launches New Digital Membership Platform
The LTA has launched a new digital membership platform for tennis fans and players.
The Advantage platform, which the governing body has developed in partnership with its Digital Partner Deloitte, will feature a number of categories ranging from areas for serious competitors to fans and recreational players.
The mobile-first revamp will see five categories, with the free, entry-level ‘Fan’ and ‘Play’ tiers supplemented by paid-for ‘Compete’, ‘Fan+’ and ‘Play+’ options. Each of the tiers offer access to exclusive videos, features, and prize competitions, as well as discounts with LTA partners including Castore, Dunlop and Superga.
According to the LTA, the paid-for categories will include benefits such as entry into the LTA Advantage Wimbledon Ballot and priority for LTA tournaments, in addition to Billie Jean King Cup and Davis Cup tickets. ‘Compete’ members, meanwhile – 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 data via My Game+ technology.
In a further addition, the LTA says that anyone who indicates they are interested in playing tennis when they sign up to the app will gain a free ITF World Tennis Number – a new rating for recreational tennis players which the governing body says is similar to a golf handicap. It is based on a range of data from previous matches and is designed to increase participation by allowing people to easily find others at a similar level to play with. The feature will go live in the spring.
“We are excited to unveil LTA Advantage and encourage everyone to have a look round,” said Caroline Lepetit, Head of Customer Engagement, LTA.
“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.”
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.
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. Meanwhile, only adults will be eligible for the Fan and Fan+ categories but anyone aged four and over can sign up to Advantage through Play and Play+.
