Tennis Book 2009 - TIA UK

Fan-Friendly Shop
The Tennis Shop is one of the more exciting
and visual benefits available to members of
the TIA UK. The Tennis Shop is the TIA UK’s
retail outlet at events and tournaments, usually
accompanied by an Information Point, which
together enable members of the TIA UK to sell to
the public and disseminate marketing information
to the tennis community. By teaming-up under
The Tennis Shop banner, TIA UK members gain
access to venues that would otherwise be out of
their reach, both geographically and financially.
The Tennis Shop ‘opens’ whenever possible and
by arrangement, at all major tennis tournaments
in the UK including home Davis Cup ties. The
origins of The Tennis Shop lie in the highly
successful consumer shows organised by the TIA
alongside Davis Cup ties at the National Indoor
Arena, Birmingham from 1999 to 2002.
It is intended that The Tennis Shop will eventually
become a roadshow, taking the TIA UK message
to indoor clubs and tennis centres around the
country.
Thanks to the initiatives of the Tennis Gallery
Wimbledon and The Silver Tennis Collection Ltd,
this new shopping experience finally came to
fruition in 2008 when it opened its doors at the
TFS-ICAP Liverpool International Tennis
Tournament at Calderstones Park and The
International Women’s Open at Eastbourne. The
Tennis Shop also traded at the All England Club
Wimbledon during the Davis Cup tie between
The Tennis Shop’s first outing in Liverpool 2008. Picture TIA UK
15
Trading starts at the September 2008 Wimbledon Davis Cup
tie. Picture TIA UK
Great Britain and Austria in September 2008.
This enabled companies to trade on site at
Wimbledon, an opportunity sadly denied them
during The Championships each year.
The Tennis Shop is scheduled to open its doors at
the inaugural AEGON International at Devonshire
Park, Eastbourne in June 2009, and it is hoped
that it will be at Liverpool’s Echo Arena for the
Great Britain versus Poland Davis Cup tie in
September 2009.
The Tennis Shop always generates great interest
amongst fans at events and tournaments, who
are usually starved of opportunities to purchase
fanware such as tennis books, DVDs, posters,
photographs, gifts and souvenirs. This new
shopping experience is made possible by the TIA
UK member companies who supply a variety of
tennis goods not usually found in the high street.
The TIA UK has always believed that the tennis
public wants to see the full range of tennis goods
available on the market and this should be in a
suitable environment, namely the environs of a
tennis tournament. In addition, our Information
Point provides an ideal opportunity for companies
providing specialist tennis services to dispense
information about their areas of expertise.
The Tennis Shop is very fan-friendly and our
ultimate aim is to make it the first stop for all
visitors attending major tennis events in this
country.