AI Fuels Tennis Growth

Artificial intelligence (AI) is increasingly shaping the world of tennis, both on and off the court. From enhancing fan experiences to supporting player training, AI is becoming a key driver of growth in the sport. The integration of AI technologies is not only transforming how tennis is played but also how it is consumed by fans worldwide.

The tennis industry, which includes major organizations like the All England Lawn Tennis Club (AELTC) and the US Tennis Association, is leveraging AI to unlock new commercial opportunities. In 2024, AELTC reported a turnover exceeding £400 million, while the US Tennis Association generated similar revenue, largely driven by events like the Wimbledon and US Open tournaments. To sustain this growth, the industry is focusing on attracting more spectators and increasing fan engagement through innovative technologies.

AI's Role in Tennis

Judy Murray, a renowned tennis coach, emphasized AI's significant role in growing the sport. Speaking at an IBM event, Murray discussed how technology, including AI, can attract both current and future tennis fans and players. Kevin Farrar from IBM UK highlighted the importance of digital technology in engaging fans, noting that many sports enthusiasts use social media while watching events. He also stressed the demand for snackable content, particularly among younger fans.

"Snackable content is crucial for engaging younger audiences," Farrar said. Murray agreed, stating that understanding how younger generations consume sports is essential. "Young people want bite-sized content, highlight reels, and behind-the-scenes insights," she noted, adding that creating a digital atmosphere that mirrors the excitement of Wimbledon is key to engaging a global audience.

Wimbledon's New AI Tools

IBM recently introduced two AI-powered tools for Wimbledon spectators. One of these is an interactive AI assistant that uses generative AI to answer questions and provide real-time analysis during matches. This tool, built with IBM's Watsonx AI technologies, is trained on Wimbledon's editorial style and tennis jargon. Additionally, an enhanced version of the 'Likelihood to Win' tool offers deeper insights into match outcomes.

Chris Clements from AELTC emphasized the importance of understanding the Wimbledon audience. With billions aware of the Wimbledon brand, Clements noted that the challenge lies in being present where fans spend their time. Last year, Wimbledon saw billions of engagements, with thousands of content pieces produced and billions of video views delivered.

Content Engagement

"Generating deeper engagement is about creating recurring interactions with the sport," Clements said. AELTC's focus on digital content has significantly expanded its social media presence, driving fan engagement and growing the sport's global reach.

AI in Player Training

Beyond fan engagement, AI is also transforming player training and preparation. Judy Murray highlighted the role of technology in modern tennis coaching. "Today's players have data experts in their teams," she said, noting the evolution from pen-and-paper methods to real-time data analysis. Coaches now use AI to develop match strategies, analyze techniques, and provide instant feedback during matches.

"The player boxes now have iPads that provide real-time data," Murray explained. This shift from traditional methods to AI-driven insights has allowed coaches to quickly adapt strategies and improve player performance. As AI continues to advance, its impact on tennis is expected to grow, driving innovation and enhancing the sport for players and fans alike.