LTA Partners with Andy Murray's VC Firm to Reduce Reliance on Wimbledon Income Through Sports Investments
As the 2026 Wimbledon Championships draw to a close, the Lawn Tennis Association (LTA) is seeking to reduce its financial dependence on the tournament:
According to SportBusiness, the association has reached an agreement with Redrice Ventures, a UK venture capital firm involving tennis star Andy Murray, to co-invest in sports startups.
Murray became a associate partner at Redrice Ventures in 2025. He has also been deeply involved in the firm's investments in sportswear brand Castore, golf apparel brand Manors, and sustainable running shoe brand HYLO. In the broader wellness space, the firm has invested in sustainable water bottle brand Ocean Bottle, sports supplement brand Puresport, and nutrition brand Spacegoods, among others.
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This partnership with Redrice Ventures marks the first such agreement for the LTA. Redrice Ventures will act as the LTA's investment partner and provide financial advice, primarily investing in emerging sectors such as sports technology and sports health. LTA CEO Scott Lloyd said the association hopes to attract more investors in the future, as it has begun exploring ways to reduce reliance on Wimbledon income and achieve long-term financial returns.
The LTA is the governing body for tennis and padel in Britain, and its funding primarily comes from Wimbledon: Under the Championship Agreement signed in 2013 between Wimbledon's organizer, the All England Lawn Tennis Club (AELTC), and the LTA, until 2053, 90% of Wimbledon's profits will be handed over to the LTA, after which the contribution will drop to a minimum of 70%. The LTA then uses these funds for tennis infrastructure across the UK and elite player development.
Above: Photo of the 2026 Wimbledon men's singles champion and runner-up
In the 2024-25 fiscal year, the AELTC transferred £48.1 million in surplus to the LTA—down from the previous record of £49.9 million and £48.8 million in 2022-23.
Despite this, the LTA's revenue still grew by 2% in 2025 to £104 million, driven by the expansion of its own grass-court event—the HSBC Championships—which added a women's tournament for the first time in over 50 years. In addition to the HSBC Championships, the LTA also organizes the Eastbourne International, Nottingham Open, and Birmingham Classic.
On the commercial sponsorship front, the LTA has maintained long-term partnerships with companies such as Barclays and Lexus. Last season, it signed sponsorship agreements with Indian IT services company Infosys, HSBC, and Greek yogurt brand FAGE, boosting commercial revenue to £14.5 million, a 37% year-on-year increase.
Above: LTA's partner brands
Commenting on the partnership with the LTA, Murray said: "I think this is a really interesting collaboration for the LTA. In my time working with Redrice over the past year, I've seen how founders look at problems from a different perspective and find ways to break the status quo. I hope this partnership can help introduce tennis and padel to people who may not have been exposed to these sports before."
Lloyd added: "The LTA's vision is to get more people playing tennis and padel, and innovation is crucial to achieving this goal. Partnering with Redrice brings us closer to the entrepreneurs and technologies that can make our sports more accessible and inclusive, enhance how players train and perform, and drive the growth of the sport across the UK."
| Source: SportBusiness; LTA official website
| Image credits: Institutional websites; brand websites; Wimbledon official Weibo