• Women’s sport has witnessed a significant boom over the past 10 years – from participation to attendance, plus media prominence - and this is forecast to only snowball over the coming decade. But this phenomenon is less represented when it comes to availability of premium hospitality experiences at sporting events.
• HerStory is a portable and scalable premium sports hospitality experience; female operated and delivered. In line with research undertaken which indicated that education and thought leadership were important inclusions, each HerStory experience comes with key sporting insights delivered by sporting and sports business personalities. Corporate Social Responsibility (CSR) came out second on the list of ‘must haves’, and each event will have an emphasis on sustainability and philanthropy – with profits for the inaugural ‘HerStory at Tennis’ benefitting the powerful work of the LTA Tennis Foundation.
• Raising the game, empowering the future; Initially launching at the LTA’s HSBC Championships, where WTA tennis will make a much-anticipated return to The Queen’s Club this summer, this hospitality initiative will be rolled out further across Keith Prowse’s portfolio into 2026 and beyond – especially as their women’s sport calendar of events grows.
Monday 17 February 2025, London: Female sport is not just a growing trend*; it’s a cultural phenomenon that’s reshaping the sporting landscape. Recent international successes, including the thrilling cricketing ICC Women’s T20 World Cup and The Ashes, alongside electrifying moments at major tennis events like the US Open and The Championships, Wimbledon - coupled with the upcoming Women’s Rugby World Cup in 2025, and of course the footballing Lionesses UEFA Women’s Championship win in 2022 - have firmly cemented the rise of women's sports on the global stage.
Keith Prowse, the Experience Experts, recently asked their audience what they would want from a new, female sport-centric experience – with many prioritising locality and seasonality of the culinary offering, and 80% considering educational elements to be important. Enter HerStory, and it’s informative, interactive first iteration on Thursday 12 and Friday 13 June 2025 at the LTA’s HSBC Championships at Queen’s Club – WTA500.
Held within Keith Prowse’s premium-informal facility, The View – brand new for 2025 - ‘HerStory at Tennis’ will feature a premium sports hospitality offering, with prime seats on the Andy Murray Arena, an insights session with esteemed sporting names, experiential culinary elements, a dual-sided balcony looking out over Courts 1, 2 and 5 - and a female DJ setting the tone throughout what will be a truly memorable day at the tennis. Profits from this experience will benefit the powerful work of the LTA’s official charity, the LTA Tennis Foundation (LTA TF). The LTA TF’s mission is to improve lives through tennis, and the charity has an ambition that every child, young person, and adult can access the unique and life-changing benefits that tennis offers.
Tom Gibbins, Head of Foundation Development for the LTA TF said, “We are hugely grateful to Keith Prowse for supporting the LTA TF through this initiative, and the money raised will go directly to supporting our mission”.
Nick Gratwick, Business & Product Development Director at Keith Prowse said: “Innovation is at the heart of everything we do. As women’s sport rightfully gains more engagement and visibility, we are committed to evolving our offers alongside it, creating premium experiences that resonate with today’s audience. This new concept is a direct response to customer feedback and a testament to our dedication to continuous improvement. We are confident that HerStory will inspire both business and consumer audiences, and we deeply value the trust our partners at the Lawn Tennis Association have placed in us.”
"We are delighted to launch this innovation with our partner, Keith Prowse, at our WTA500 event at The Queen’s Club this June." said Jo-Anne Downing, Programme Strategy Manager at the LTA. "The return of professional women’s tennis to Queen’s, after over 50 years, is a key part of our ‘She Rallies’ ambition to grow women’s tennis in Britain– and the HerStory hospitality experience compliments this perfectly."
By securing an official HerStory experience – which includes prime Andy Murray Arena seats to witness history in the making, in-style - guests are connected with part of a movement that is inspiring future generations, plus a passionate community of fans.
Join Keith Prowse - the UK’s number one premium experience provider - for an unforgettable day, where every moment holds the promise of something extraordinary.
* Source: ‘The Future is Female; Exploring the Growth of Women’s Sports’ - Mintel, September 2024.
About Keith Prowse
Keith Prowse is the UK’s hospitality industry leader with official appointments at The Championships, Wimbledon, Allianz Stadium, Edgbaston Stadium, The Kia Oval, HSBC Championships at Queen’s Club, Lexus Eastbourne Open and American Express presents BST Hyde Park.
They’re the multi award-winning Experience Experts and have been for over 200 years and counting.
Keith Prowse are part of Levy UK, the sports, leisure and hospitality division of Compass Group UK & Ireland.
Keith Prowse, Webb Ellis House, Rugby Road, Twickenham TW1 1DS
Keithprowse.co.uk
About the LTA Tennis Foundation
The LTA Tennis Foundation is the LTA’s official charity that partners with brilliant people and organisations to improve lives through tennis. It believes every child, young person and adult should have access to the unique and life-changing benefits that tennis offers. It supports organisations throughout the whole of Great Britain with a focus on underserved communities and under-represented groups. For further information about the LTA Tennis Foundation, visit www.ltatennisfoundation.org.uk
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