Make Your Return to Tennis
LTA
Closing the gender gap in sport
Tennis is one of the UK’s most gender-balanced sports, with women making up around 40% of adult participants – and growing. But the gap between male and female players still exists, and the LTA is determined to close it. They asked us to help get more women aged 25–50 back on court, by creating a campaign that felt relatable, inclusive and rooted in real life.
With the spotlight on women’s tennis at an all-time high following the inaugural HSBC Championships at The Queen’s Club, the timing was perfect to turn attention into action.
Tackling the barriers one by one
of adult tennis participants are women
less women played tennis in 2023
Reframing tennis, on your terms
Make Your Return to Tennis is a nationwide campaign that invites women to rediscover the sport on their own terms. It champions the use of local park courts – affordable, inclusive and accessible – and reframes tennis as a sport that’s open to all.
At its heart are two inspiring and relatable ambassadors:
- Giovanna Fletcher, bestselling author, presenter and host of the Happy Mum, Happy Baby podcast, who talks about how tennis helps her unwind, reconnect with friends and feel more like herself again.
- Candice Brathwaite, author, broadcaster and founder, who shares her journey with sport and confidence, and how tennis is helping her take back space for herself.
Both women appear in a long-form hero video, accompanied by short-form videos and statics. Giovanna also supports the campaign through a native podcast advert. Every piece of content tackles at least one of the barriers women face head-on, with honesty, warmth and zero judgement.
Running across Meta, TikTok, digital and print OOH, podcast and display, the campaign shows that tennis can be joyful, freeing and available to everyone – no matter their schedule, skill level or starting point.
A record breaking
spectators attended
The HSBC Championships WTA event
