Draper sees rebranding as vital for LTA
29/06/2007 |
 |
 |
The Lawn Tennis Association is considering changing its name as part of a rebranding exercise to draw a line under decades of underachievement in the British game. Tennis GB and British Tennis are among names being considered, although the organisation cannot use "UK" because it does not have responsibility for the game in Northern Ireland.
Roger Draper, the chief executive, considers LTA "a damaged brand" because of its association with years of failure and the incessant backbiting, disputes and blame culture of recent years. There is also a feeling that the name is an anachronism, notwithstanding the profile the organisation still retains in the wider tennis world.
Although Draper rejected the idea of rebranding immediately after taking on the job in April 2006, it is now firmly back on the agenda. An expensive revamp is bound to attract yet more criticism of the LTA's ability to spend large amounts of money with no real success but events this week at Wimbledon have hardened the determination to break with the past. Draper has attacked the current crop of players as lacking the fitness or application to break into the top 100 and has lambasted those associated with the old regime who he claims are accepting failure.
(Source: Guardian.co.uk)
|
| Back |
|
|
|
|
 |
