LTA selects chief to develop youth appeal of tennis

The Lawn Tennis Association (LTA) has appointed Sara Acworth as its top marketer, with a brief to increase the sport's appeal to younger audiences.

Acworth has been promoted to head of marketing, replacing Steve Curzon who is leaving the LTA to join brewer Adnams (Marketing, January 15) She previously reported direct to Curzon, overseeing projects to promote junior tennis.

Her responsibilities will include marketing strategy for grass-roots areas, such as juniors and events, clubs and coaches and Advantage Membership. This year's activity will focus on ten- to 18-year-olds, a group the LTA claims all sports struggle to keep attracted.

Acworth's appointment comes as part of a restructure of the department that sees the marketing function split from the commercial arm.

The LTA is looking to hire a commercial director, who will oversee commercial and sponsorship activity, as well as Team GB operations.

Curzon secured sponsorship from Procter & Gamble's Ariel brand while at the LTA.

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