The British tennis governing body is looking to diversify its revenue streams beyond Wimbledon. The Lawn Tennis Association (LTA) has reached an agreement with venture capital firm Redrice Ventures, where former world No. 1 Andy Murray is a partner, to jointly invest in sports related startups, according to the Financial Times.
The partnership is designed to provide the LTA with both fresh capital and financial expertise to back emerging companies in areas such as online coaching platforms, court technology including automated line calling systems, and sports nutrition.
“There is no doubt that the sports investment market is particularly dynamic right now. The LTA is beginning to consider how we can generate stronger long term financial returns,” said LTA Chief Executive Scott Lloyd.
For decades, Wimbledon allocated roughly 90 percent of its annual surplus to the LTA. However, increasing pressure from players for higher prize money has limited the amount available for the governing body. Last year marked the first time that Wimbledon distributed more money in prize payouts than it contributed to the LTA.
At this year’s Wimbledon Championships, which recently concluded, total prize money increased by 20 percent to a record £64.2 million ($74.3 million). Men’s champion Jannik Sinner and women’s champion Linda Noskova each earned £3.6 million ($4.17 million).
Despite a decline in Wimbledon related income, the LTA posted solid financial results in 2025. Total revenue rose 2 percent to £104 million ($121 million), even as revenue from Wimbledon fell 4 percent to £48.6 million ($56.9 million).
Commercial revenue, however, surged 37 percent to £14.5 million ($17 million), driven by sponsorship agreements with Indian technology company Infosys, banking giant HSBC, and Greek yogurt brand FAGE.
Redrice Ventures also has a growing presence in the sports industry. Its investment portfolio includes sportswear brand Castore, the official kit supplier for the England cricket team and Newcastle United, running shoe company HYLO, premium cat food brand Untamed, and wine subscription service Winedrops.
In addition to Andy Murray, a former world No. 1, three time Grand Slam champion, and two time Olympic gold medalist, Redrice’s partners also include Olympic gold medal winning triathlete Alistair Brownlee.
