AI Fuels Tennis Growth

Artificial intelligence is being used in tennis, both on and off the court, providing personalized insights for players and spectators. Tennis is a global sport with many fans, and technology may unlock commercial potential.

The All England Lawn Tennis Club (AELTC), which manages the Wimbledon Grand Slam tournament, had a turnover of over £400m in 2024. The US Tennis Association generated a similar amount in the same year, with the US Open tournament as the main contributor. To increase revenue, the industry aims to attract more spectators and increase interactions with fans. The tennis industry is using AI and other technologies, while players and coaches use the same technologies to support training and tactics.

AI's Role in Tennis

Judy Murray said that AI has a big role to play in growing the sport of tennis. Speaking at an event held by IBM, Murray discussed how technology, including AI, can attract current and future tennis fans and players. Kevin Farrar from IBM UK shared data about the use of digital technology for engaging with sporting events and the demand for snackable content. He noted that many sports fans use social media while watching events, and a core group accounts for a large portion of sports consumption.

Farrar added that snackable content is desired by younger fans. Judy Murray agreed that engaging with those who grew up with technology and understanding how they view sport is important. She stated that young people consume tennis differently than previous generations, through digital services and personalized information. Murray added that young people want bite-size chunks, highlight reels, celebrity watch, and behind-the-scenes content. She believes it's about creating the atmosphere of Wimbledon through an app for a global audience.

Wimbledon's New AI Tools

IBM announced two AI-generated tools for spectators at this year’s Wimbledon tournament. These features include an interactive AI assistant that uses generative AI to answer questions and provide analysis during live matches. Match Chat is built using IBM’s Watsonx AI technologies and large language models trained on Wimbledon editorial style and tennis jargon. An enhanced version of the Likelihood to Win tool is also being introduced.

Chris Clements from AELTC said the organization focuses on understanding the Wimbledon audience. AELTC estimates that billions of people worldwide are aware of the Wimbledon brand, with about a billion showing an interest. Clements said the challenge for AELTC is being present in the spaces where people spend their time.

Content Engagement

Last year, there were billions of engagements with Wimbledon, and AELTC produced thousands of pieces of content, grew its audience on social platforms, and delivered billions of video views. Clements said that generating deeper engagement leads people to engage with the sport on a recurring basis.

AI in Player Training

AI and other digital tools extend into the training and preparation of players. Judy Murray discussed the role of technology, such as AI, in preparing players for tournaments and matches. She said today’s players have data experts in their teams. Murray mentioned that in her early days coaching juniors, everything was done with pen and paper, but it has evolved.

Murray stated that data helps coaches form match strategies and training plans, and analyze technique through slow-motion videos. She recalled filming opponents at a US junior event and editing the footage for her players to understand. Today, this data is available in real time, and coaches need to understand and act on it quickly.

The player boxes have iPads which tell you exactly what’s happening during a match.