In an effort to encourage the next generation of female tennis players, Prime Video and the LTA have introduced a new girls-only tennis program.
Aiming to inspire thousands of girls to pick up a racquet and play tennis, the initiative also trains coaches across Great Britain to provide lessons and advice specifically tailored for female players. The US Open final broadcast revenues on Prime Video, in which Emma Raducanu defeated Leylah Fernandez to win her first Grand Slam championship, were reinvested to support this effort.
The program's goal is to concentrate on fostering an atmosphere that encourages girls and young women to start playing sports and stick with them. Girls want to play with friends and trainers who can help them develop their confidence without putting them under pressure, according to LTA research.
The program will last for two years, through 2024, and will be available to any coaches in Great Britain who have received LTA accreditation.
“I’m extremely pleased to see the funds generated from the US Open
Final go towards this new programme, which is a step in the right
direction to bring more young girls into the sport and will continue to
support a bright future for women’s tennis in this country,” said Raducanu adding:
“As an ambassador of LTA Youth, it’s great to see a complimentary program take shape and hopefully bring some more success.”