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British LTA Making Changes Including Its Name - Bob Larson's Tennis News

British LTA Making Changes Including Its Name


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Copyright © 2016. No duplication is permitted without permission from Bob Larson Tennis.

LTA British Tennis News

There is no time like the spring to announce something of a makeover and it seems the long antiquated sounding name of Britain’s ruling tennis body, the Lawn Tennis Association, is about to be modernized.

Following the successful exploits of Andy Murray and the victorious Davis Cup team, those distant days of British mediocrity on the tennis courts of the world during the late 20th century are now a fading memory.

Therefore the staid image of the LTA, a much maligned organization for many years in the eyes of the British tennis media, finally seems set to be rebranded as simply British Tennis.

Recently the association’s official logo, in red, white and blue, has also been amended to read: British Tennis in bold capitals above LTA. But following a meeting of the LTA’s 11-strong board, a motion to finally officially change the name received a positive response and the expectation is now that official ratification will be passed at the annual general meeting that takes place in December.

British tennis can now boast four male players in the ATP World Tour’s top 100 for the first time in many years following Daniel Evans title win at the second tier Challenger event in Taipei. In addition Jamie Murray has spent the last month as the world’s no.1 ranked doubles player and following the exploits James Ward, Kyle Edmund and Naomi Broady, Evans is the fourth British player to get into double figures in the past year.

There is a precedent for tennis bodies changing their name to reflect more modern times. In 1977 the International Lawn Tennis Association dropped the Lawn. Much more recently Peter Keen, Britain’s former cycling chief, who was appointed the LTA’s Interim Director of Performance has said privately that the organization’s name causes it to appear ‘remote and paternalistic’.

Copyright © 2016. No duplication is permitted without permission from Bob Larson Tennis.