Artificial intelligence could fuel growth in global tennis

AI is Revolutionising Tennis, On and Off the Court

Tennis, a sport with a rich history and massive global appeal, is increasingly turning to artificial intelligence (AI) to unlock new growth and enhance performance. This technological shift is impacting everything from how fans engage with the game to how elite players train and strategise.

With major tournaments like Wimbledon and the US Open generating hundreds of millions in revenue annually, the drive to attract new spectators and deepen existing fan relationships is paramount. AI is proving to be a powerful tool in this effort.

Boosting Fan Engagement with AI

Off the court, AI is central to meeting the demands of the modern fan, particularly younger generations who consume content differently. The concept of 'snackable content' is key – short, engaging, and easily digestible pieces of information that can be consumed quickly, often on social media platforms. Data shows that a significant percentage of sports fans use social media while watching events, both at home and even while on-site.

AI technologies, including generative AI and large language models, are being deployed to create personalised experiences. For instance, IBM, a long-standing technology partner for Wimbledon, has developed AI-driven tools for spectators. A new interactive AI assistant, 'Match Chat', can provide live analysis and answer questions during a match. The 'Likelihood to Win' tool has also been enhanced to give fans real-time projections based on match data.

These innovations are designed to capture the attention of a diverse global audience, estimated in the hundreds of millions for major events. By delivering content tailored to individual interests – whether it's highlight reels, behind-the-scenes glimpses, or player insights – events can foster deeper engagement and encourage repeat interaction. The goal is to 'show up in the spaces where people spend their time' and create a captivating atmosphere, bringing the magic of events like Wimbledon to fans worldwide through digital channels.

AI for Peak Player Performance

The application of AI extends directly to the players themselves. Modern professional tennis teams now routinely include data experts alongside traditional coaching staff, fitness trainers, and video analysts. This integration of technology marks a significant evolution from the 'pen and paper' days of coaching.

AI and data analysis provide coaches and players with insights that were previously impossible. This data is used not just for pre-match scouting and tactical planning against specific opponents, but also for developing long-term training programs. Slow-motion video analysis, powered by technology, allows for detailed examination and refinement of player technique.

Crucially, access to data is no longer limited to post-match reviews. Players and coaches can now access real-time information and statistics during a match, often displayed on tablets in their boxes. This immediate feedback requires coaches and players to rapidly interpret data and potentially adjust strategies on the fly, highlighting the increasing importance of data literacy in high-level tennis.

The Future is Data-Driven

The pervasive use of AI demonstrates its significant role in the future of tennis. From captivating fans with personalised, 'snackable' content and interactive tools to providing players with data-driven insights for training and match strategy, technology is enhancing nearly every facet of the sport. As AI capabilities continue to advance, its impact on tennis, both commercially and competitively, is set to grow even further, promising a more engaging experience for fans and a more analytically informed approach for players and coaches.