Amazon Prime Video is reinvesting a seven-figure sum it obtained from sharing its broadcast of Emma Raducanu’s US Open triumph to assist enhance women’ participation in tennis.
The streaming platform had unique rights to the US Open final 12 months however allowed Channel 4 to make use of its feed to point out Raducanu’s ultimate towards Leylah Fernandez on free-to-air TV.
Prime Video vowed to place the cash it obtained again into tennis and has now introduced, in partnership with the Lawn Tennis Association, a two-year programme to coach coaches throughout Great Britain to ship classes and steerage particularly designed for ladies.
Raducanu welcomed the initiative, saying: “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.
“As an ambassador of LTA Youth, it’s great to see a complimentary programme take shape and hopefully bring some more success.”
The programme, known as Prime Video LTA Youth Girls, can even present rackets, balls and T-shirts to women who take part.
The LTA has been centered on attempting to spice up the variety of ladies and women concerned in tennis in all areas by its She Rallies initiative.
Chief working officer Julie Porter stated: “The LTA is very pleased to be partnering with Prime Video on this important programme. We know from our research that there are specific interventions that can make tennis more appealing for girls.
“This programme will seek to remove barriers and provide a specially-trained workforce of coaches who will work with young girls to give them the best possible opportunity. We hope that this will have a real impact on the next generation of female players.” Unbiased UK