LTA: Fan Zone

Client: LTA

Event: Billie Jean King Cup 2022

Activation: Fan Zone

Location: Emirates Arena, Glasgow

The Brief:

Having worked with the LTA previously at the Davis Cup a couple of months earlier, we were entrusted again to deliver a similar fan experience at the Billie Jean King Cup. The focus was predominately on creating a fun but comfortable environment for all fans to participate in tennis. The event was of particular importance in contributing to the growth of female participation in the sport and raising awareness of initiatives the LTA provide.

The Process:

We wanted to create an immersive experience for fans at the event, whilst helping to grow awareness of the LTA and build their online presence. To achieve this, we made sure to include our best tennis activations that all focused on one essential skill in tennis. It was also important that all activations were accessible, allowing fans of all ages, abilities, and backgrounds to participate and be inspired, helping to support the future of the game.

The Result:

LTA Fan Zone: Our Fan Zone featured three tennis activations, alongside a fun photo opportunity and two interactive totems.

Tennis Shy: An adaption of the classic coconut shy challenge, fans had to hit a tennis ball to knock off the coconut size tennis balls.

Ball Kid Challenge: Replicating the role of ball boys & girls within elite tennis, fans had to roll the ball 10M into the ball girl’s hands.

Photo Opportunity: Fans had great fun taking photos against various backdrops that was all about promoting the tournament and tennis. Once fans received an email with their photo, they could tag the LTA and use hashtags to be in with a chance of their photo being featured on our digital gallery!

Agility Challenge: Fans needed quick feet on this activation, as they darted around the cones to score as many points as possible.

Interactive Totems: We designed and installed two totems displaying video content that educated fans on the history of female tennis players, and the fantastic initiatives the LTA provide in growing tennis participation.

We welcomed over 800 fans through our LTA Fan Zone, with 433 photos taken. The atmosphere was electric when Team GB made the Semi-Finals, where it was fantastic to see so many fans come to support. The power of sport activations is becoming increasingly recognised as an effective tool in breaking down barriers and inspiring the next generation in sport. We are excited to continue our sport activation work in tennis and inspire future tennis players!