Watching tennis at Wimbledon is now more than just observing the matches being played on the court. The All England Lawn Tennis and Croquet Club (AELTC) is increasingly focused on fan engagement and user experience, following a trend seen in many sports. Technology plays a central role in enhancing the experience for fans, with IBM as the main technology partner for over 30 years.
Each year, Wimbledon leverages the latest technologies to improve fan engagement. In 2023, the tournament reached 19 million fans through digital platforms, with plans to introduce generative artificial intelligence (GenAI) in 2024. This innovation is aimed at bringing a new level of data to fans and enhancing the overall fan experience.
The planning for the technology behind each Wimbledon tournament begins over a year in advance, with IBM and AELTC teams working together to mock up the capabilities of the Wimbledon app and website. The partnership focuses on enhancing fan engagement and user experience, with a strong emphasis on sustainability and reducing the organization’s carbon footprint.
IBM captures over 2.7 million data points during the Wimbledon fortnight, providing detailed statistics to broadcasters. The company has developed a large language model (LLM) trained on Wimbledon’s archive of tennis data and uses computer vision technology to enhance data gathering processes. GenAI capabilities are used to introduce new features, such as player cards and match summaries, providing personalized content for fans worldwide.
Despite the advancements in technology, human content remains important in providing unique insights and personal milestones for players. IBM continues to work on improving technologies for future tournaments, with plans to incorporate more GenAI features in the coming years. While virtual returns of players like Andy Murray may not be possible yet, the innovations in technology aim to enhance the overall fan experience at Wimbledon.