Leylah Annie Fernandez - NBO 2022

Photo: Peter Power – Tennis Canada

Tennis Canada is proud to share its new five-year strategic plan to reassert its ambitions for the growth and development of Canadian tennis and chart a roadmap that will enable the federation to achieve its goals and ensure sustained success for our sport. 

The development of the strategic plan and identification of our priorities were guided by our mission, vision and values and by our renewed statement of intent that expresses why we exist. Tennis Canada’s strategic plan rests on six pillars derived from priorities determined by collaborators who dedicated their time, effort and passion to helping us set out the five-year plan: 

1.Raise the bar on winning 

Support Canada’s top players so they can join the world elite and expand the high-performance pipeline. 

2. Lead equitable, safe and inclusive tennis:

Attract more young players and families across Canada through tennis experiences that meet their needs and wants.

3. Accelerate capacity build 

Provide broader access to year-round facilities to support communities and enable high-performance pipeline and participation growth.   

4. Turbocharge the engine  

Enhance the experience at the National Bank Open events, expand the tournament to 12 days, offer equal prize money and drive revenue growth.  

5. Be digital-first 

Develop data and digital capacity to strengthen our brand, drive incremental revenue and accelerate the attainment of our mission. 

6. Deliver ancillary revenues:

Expand resources through donors, public funding and new business development for our venues. 

MICHAEL DOWNEY, Chief Executive Officer, Tennis Canada

“As we look forward, we have bold ambitions to achieve new heights for each other and our sport. As we embark on the next five years, Tennis Canada and our provincial and territorial tennis association partners invite the entire tennis ecosystem across Canada to help us champion positive tennis experiences both on and off court so that together we can achieve our full potential.” 

Davis Cup Tour
Photo: Peter Power – Tennis Canada

PETER KRUYT, President and Chair of the Board of Directors

“The past five years were met with exceptional accomplishments for Canadian tennis. The 2022 Davis Cup win, the first Canadian singles player to triumph at a Grand Slam (2019 US Open champion Bianca Andreescu) and the titles and new heights achieved by Canada’s juniors and professionals are all examples that demonstrate how successful the collaborative efforts invested by the Canadian system and federation truly are. And yet, we are convinced that the best is yet to come as we look forward to pursuing the work that is already underway.” 

Photo : Pascal Ratthé – Tennis Canada

Building on the success of recent years

Tennis Canada’s new strategic plan will continue to build on the many great successes achieved during the deployment of the previous plan:

Team Canada presented by Sobeys became World champion for the first time in its history at the 2022 Davis Cup Finals in Malaga.

Bianca Andreescu became the first Canadian athlete to win a Grand Slam singles final in 2019, defeating Serena Williams 6-3, 7-5 at the US Open

In 2021, at the US Open, Leylah Annie Fernandez stunned the tennis world by beating 4 seeds (including 3 top 5 players) to reach the final of the prestigious tournament.

Gabriela Dabrowski won the doubles title of the 2021 National Bank Open presented by Rogers alongside her Brazilian partner, Luisa Stefani.

Felix Auger-Aliassime holds the Basel trophy above his head.

Our top players were regularly in the Top 10 of the ATP Tour and WTA rankings, and also reached several finals on the professional tours. Félix Auger-Aliassime had an unprecedented sequence of three consecutive titles in the fall of 2022.

We have increased our investment in the tennis community through our capacity-building programs, as well as our safe sport, mental health and gender equity programs.


The 2023–2027 strategic plan stems from an extensive 11-month collaborative process between Tennis Canada and stakeholders from across the sports community. Tennis Canada’s Board, senior management team and the following partners and contributors all had a hand in its development:  

  • 40 representatives from provincial and territorial tennis associations and their boards of directors 
  • Former members of Tennis Canada’s Board of Directors and senior management team 
  • Coaches, tennis facility operators and other sports stakeholders both in and outside of tennis 

Tennis Canada would like to extend its sincerest thanks to everyone who participated in the development of the plan and reiterate its determination to continue this teamwork in the coming years to ensure its success. 


For any question related to the strategic plan or Canadian tennis, please contact us at info@tenniscanada.com.