The LTA (Lawn Tennis Association) has announced that it has struck a deal worth around £30 million over five years with life assurance giant AEGON. The arrangement will allow the LTA to pump funds into the advancement of both grassroots and professional tennis, with the Scottish company expected to become the principal sponsor of both the Artois Championship and the Davis Cup.

Although the identity of the investor was kept under wraps until Tuesday, the finger of speculation had been firmly pointed at AEGON for some time. Roger Draper, the chief executive of the LTA, expressed that both parties were delighted with the deal, saying: “We share a joint desire to grow the sport at all levels from supporting elite young players to improving facilities and access across the country.”

AEGON wants the LTA to entertain a close working relationship that allows the former a supervisory role over British tennis.

The popular grass-court events at Eastbourne and Edgbaston have both been renamed to accommodate AEGON’s ego, becoming the ‘AEGON International’ and the unpronounceable ‘AEGONAEGON Classic’ respectively.

The company also sponsors the vast majority of community and school programmes, and while this move may foster a new sense of homogeneity throughout British tennis, there is no escaping the fact that the events have become billboards for the LTA’s new sugar daddy. There are a total of fifteen events, schemes, and ranking boards that have been renamed over the past few days.

Despite a few drawbacks, AEGON appear to be a wholly benevolent entity. Their insistence on being involved in the development of British tennis is an admirable assertion and one which ensures that the time they spend with the LTA is as productive as possible.

It will come as no great surprise to tennis aficionados that the deal was made public only a week after Andy Murray’s near-success at the US Open. The sport has enjoyed something of a revival recently, and the vast majority of the British media has accused the LTA of riding bareback on Murray’s coattails. However, it seems unlikely that a company that once entertained forty-four different sponsors would put all their eggs into one big basket.

British tennis needs a shakeup. Andy Murray honed his skills in Spain with the likes of Carlos Moyà, Rafael Nadal, and Emilio Sánchez after becoming bored of playing against his older brother. Tennis facilities are few and far between in British schools, and so the rise of 14 year old tennis prodigy Laura Robson is nothing short of miraculous.

Roger Draper has been interested in securing a commercial cash cow ever since his was appointed chief executive back in April 2006 in order to combat the increasing rift between young starlets and professional players. He expressed distaste at being forced to rely on handouts and grants, and so his new found friendship with AEGON can only come as a good thing.

AEGON’s current assets total over £250 billion. An investment of 30 million may seem like small change to such a massive corporation, but to the LTA it represents a golden opportunity to reach out to young starlets, to train new coaches and to give everybody the chance to experience British tennis.

Written by Chris Illingworth