Amazon Prime Video is reinvesting a seven-figure sum it raised from sharing its broadcast of Emma Raducanu’s US Open triumph to encourage girls’ participation in tennis.
The streaming platform had exclusive rights to the US Open last year but allowed Channel 4 to use its feed to show Raducanu’s final against Leylah Fernandez on free-to-air TV.
Prime Video has pledged to put the money it raises back into the sport of tennis and has now announced a two-year coach education program across the UK, in partnership with the Lawn Tennis Association, to provide tuition and guidance specifically for girls.
Welcoming the initiative, Raducanu said: “I am delighted that the funds generated from the US Open finals are going towards this new program which is a step in the right direction to attract more young girls to the sport and that.” I will continue to support a bright future for women’s tennis in this country.
“As an ambassador for LTA Youth, it’s great to see a free program take shape and hopefully become even more successful.”
The program, called Prime Video LTA Youth Girls, will also provide racquets, balls and t-shirts to girls who participate.
The LTA has focused on increasing the number of women and girls involved in tennis across the board through its She Rallyes initiative.
Chief Operating Officer Julie Porter said: “LTA is delighted to partner with Prime Video on this important programme. From our research we know that there are specific interventions that can make tennis more attractive to girls.
“This program will aim to remove barriers and provide specially trained coaches to work with young girls to give them the best possible opportunity. We hope this will have a real impact on the next generation of players.”
https://www.independent.co.uk/sport/tennis/emma-raducanu-great-britain-lawn-tennis-association-evening-standard-princess-of-wales-b2192654.html Emma Raducanu wins US Open as catalyst for program to inspire girls to play