The Lawn Tennis Association has teamed with Redrice Ventures, a VC firm linked to Sir Andy Murray, to co‑invest in sport‑focused start‑ups such as coaching apps, automated line‑calling tech and nutrition products. The move aims to lessen the LTA’s dependence on the All England Club, which channels 90 % of its surplus to the governing body.

LTA revenue rose 2 % to £104mn in 2025 even as Wimbledon income slipped 4 % to £48.6mn; for the first time the players’ prize pot exceeded the LTA’s share. Commercial revenue jumped 37 % to £14.5mn after new deals with Infosys, HSBC and FAGE, and the HSBC Championships at Queen’s Club added a women’s event for the first time in over 50 years.

Redrice’s portfolio already includes sportswear brand Castore, HYLO running shoes, premium cat food maker Untamed and wine subscription service Winedrops. LTA chief executive Scott Lloyd said the partnership would give the body “longer‑term financial returns” while supporting participation and elite performance, and he hopes to draw additional institutional capital.

The LTA joins a trend: the Women’s Tennis Association launched a venture arm backed by CVC Capital Partners in 2023, and British Cycling spun out a commercial unit late last year. If Redrice’s track record of exits translates to the new fund, the LTA could close the Wimbledon revenue gap within five years, but the strategy hinges on venture performance and the ability to balance sport development with profit motives.