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Case Studies

Hong Kong Tennis Association (HKTA)

Strategic Review of Tennis in Hong Kong- ‘Serving for Success”


Context

The HKTA is one of a number of HK National Sports Associations (NSAs) reviewing its purpose, priorities and future delivery. The HKTA wanted to better understand what they are good at and where they have achieved success, and critically, where they could improve and what their future opportunities are to grow tennis further in Hong Kong.

Approach

The Strategic Review first looked at tennis and current participation in the context of Hong Kong sport. All existing provision, facilities and programmes were reviewed in detail to understand the current status of tennis in Hong Kong.

Extensive consultation was undertaken with the tennis fraternity – schools, parents, clubs, players, as well as HKTA Councillors and the Board, Government representatives, past players and officials, coaches and other key stakeholders such as sponsors.

All existing tennis facilities were visited and audited. Case studies on the development and delivery of tennis in other comparable countries were developed to provide benchmark data.

A SWOT analysis was undertaken on tennis in Hong Kong, to identify opportunities to grow the sport, both at grass roots level and in terms of elite performance. The key issues to be addressed include provision of indoor or covered courts, (given the weather in Hong Kong), improved governance, investment in facilities, better quality officials, improved participation programmes for adults, extension of the community tennis programmes such as ‘Tennis Rocks’, further investment in coaching and coach development, and the development of a marketing/media department to move sponsorship, events and overall communication to a more professional level. The rationale for this is the aim to attract an ATP tennis tournament (men’s) to Hong Kong in the future, to complement the existing Hong Kong Open (women’s).

Recommendations are made in all the above areas, giving the HKTA a blueprint for their future delivery of tennis in Hong Kong.

Outcomes

The outcome of the Strategic Review is a detailed report identifying areas for improvement and action, as well as an assessment highlighting the successes of the HKT to date and where it is delivering great opportunities for tennis in Hong Kong.

The Strategic Review identifies a number of areas of opportunity for the future, relating to governance, facility development and investment, major events, coaching, player development, officiating, and participation. It also highlights the potential of the sport to contribute to the HK international, economic, health and social priorities.