LTA enhance commercial programme with  long-term AMC apparel deal

LTA enhance commercial programme with long-term AMC apparel deal

Isobel Bond - November 12, 2020
  • The AMC brand, a premium tennis sportswear brand created by Andy Murray and Castore, will become governing body’s Official Performance Apparel Partner from January 2021
  • Five-year partnership will include provision of tennis clothing for LTA performance staff, as well as Davis Cup, Billie Jean King Cup and World Team Cup players

The LTA has secured a five-year partnership with AMC, the brand created by Andy Murray and Castore, and will become its Official Performance Apparel Partner from 1 January 2021.

The sportswear brand will become the exclusive supplier of performance tennis clothing (excluding footwear) for LTA Performance and accredited coaching teams, as well as Billie Jean King Cup, Davis Cup and World Team Cup players and support staff.

As part of the new agreement, AMC will also have extensive branding rights across the LTA’s programme of summer major events including the Fever-Tree Championships at The Queen’s Club and the Nature Valley series in Nottingham, Birmingham and Eastbourne, as well as at the National Tennis Centre in Roehampton.

They will also produce a range of co-branded apparel and replica kit featuring LTA and AMC logos, which will be sold through Castore/AMC and LTA retail channels, as well as via outlets at LTA major events. 

Of this revenue, a significant amount will be re-invested into the support of grass roots tennis in Britain as part of the LTA’s vision to open up tennis to many more people. 

The new deal forms part of the LTA’s commercial strategy to create value across every aspect of tennis, through development of strategic partnerships with high profile brands.

Scott Lloyd, LTA Chief Executive, said: “This is a fantastic partnership and demonstrates the appeal of tennis to associated high profile brands. AMC produces the highest quality, cutting edge apparel for elite athletes, and our Performance team is really looking forward to working with them over the next five years. Andy Murray’s involvement speaks volumes for the brand’s quality and potential, and we are delighted to be joining the AMC family as we continue the growth of our marketing and commercial activity to support tennis in Britain.”

Andy Murray said: “We’ve spent a lot of time creating and designing a premium range of tennis apparel, this is the next step in growing the brand in the UK. Our vision is to become a major global tennis brand, but also to support grassroots tennis. Increasing participation at all levels is important so we’ll be reinvesting some of the profits into growing the game.”

Pascal Lafitte, Castore’s Head of Team Partnerships, said: “We are thrilled to enter this partnership with the LTA, one of Great Britain’s most iconic governing bodies. The LTA plays a crucial part in ensuring the future of tennis in the UK, and this fits perfectly with our vision for AMC. Our ambition is for AMC to become the best apparel choice for British tennis fans, and our partnership with the LTA is a key step in building towards this. We are also delighted to be working together in supporting grassroots to further increase participation in tennis. We are very excited about unveiling our LTA x AMC range to tennis fans across the country and can’t wait for next year’s British tennis season to start.”