Emma Raducanu: LTA & Prime Video fund girls' tennis programme after US Open win

Prime Video and the LTA have launched a new girls-only tennis programme, with the hope of inspiring the next generation of female tennis players. 

The programme aims to encourage thousands of girls to pick up a racquet and play tennis, while also training coaches across Great Britain to deliver lessons and guidance specifically designed for girls.

This initiative is being funded by the reinvestment of Prime Video’s US Open final broadcast fees, which saw Emma Raducanu defeat Leylah Fernandez to win her first Grand Slam title. 

The aim of the programme is to focus on creating an environment that persuades girls and young women to take up the sport and persist with it. 

Research from the LTA identified that girls want to play with friends and with coaches who can help build confidence and not make them feel pressured. 

The programme will run for two years, through to 2024 and will be open to LTA accredited coaches across Great Britain. 

Prime Video’s seven-figure investment will not only cover coaching but will also fund rewards, training kits, promotional events and more. 

Raducanu’s victory at Flushing Meadows last year is what started this all and the teenager said she is excited to see the programme come together. 

“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,” she stated. 

“As an ambassador of LTA Youth, it’s great to see a complimentary program take shape and hopefully bring some more success.”

Speaking about the programme, Alex Green, MD of Prime Video Sport Europe emphasised that they wanted to