watching events at home, and 44% use social platforms while at the events. He also said that 66% of sports consumption comes from a “core group” of 20% of fans.
Murray agreed, emphasizing the need to engage with those who grew up with technology. Young people are consuming tennis differently, using digital services for personalized facts.
“It’s the highlight reels, the shot of the day, the celebrity watch, and it’s the kids and behind-the-scenes content,” she added.”I think it’s about creating the atmosphere and the magic of Wimbledon, through the app, to a hugely diverse global audience.”
IBM unveiled two AI-generated tools for spectators during an event at Wimbledon.
New features include an interactive AI assistant, using generative AI, to answer questions during a live match, known as Match Chat. It’s built with IBM’s Watsonx AI technologies. An enhanced Likelihood to Win tool is also being introduced.
Chris Clements, digital products lead at AELTC, said the organization focuses on understanding the Wimbledon audience. AELTC estimates over three billion people worldwide are aware of the wimbledon brand, with about a billion showing interest.
“In 2024, our global audience was in excess of 670 million people, who engaged with Wimbledon in any way, shape or form,” said Clements. The goal is “showing up in the spaces where people spend their time.”
Last year, there were 13 billion engagements with Wimbledon globally, according to Clements, which is about 20 per individual that AELTC has engaged with. AELTC produced over 5,200 pieces of content, grew its social media audience by 63%, and delivered 1.6 billion video views.
“It is really important to us that we’re generating that kind of deeper engagement, which ultimately leads people to take on the sport and to engage with it on a recurring basis.”
On-court success
AI is transforming the sport and preparing the players.the evolution extends to the players’ training and preparation.
Judy Murray,a longtime coach,discussed the role of technology,such as AI. “These days, you certainly need people who know how to turn a computer on,” she joked.
Today’s top players have data experts in their teams, alongside fitness coaches and video analysts. “I think the old guard of coaches, who woudl have worked in the old school way, have had to adapt or take someone on to help them to analyze the data.”
murray recalled using pen and paper to coach juniors. “You drew your court diagram with your stick man and you made your own markings and notes, but over time it’s evolved.”
“Today, data is available to you as a coach, which helps you to form, not just match strategy for your player and the tactics against other players, but also a lot of your training plans, because it allows you to analyse technique through slow-motion videos.”
She remembered analyzing competitors’ styles. “We took footage back, put it onto the computer, and then edited it into a small package that junior players would understand.”
She added that today, “one click, and it’s not just available to you before and after the match, but it’s available in real time as well.”
“The player boxes have iPads fitted in them, which tell you exactly what’s happening during a match,” she said, adding that coaches will need to understand this data and act on it quickly.
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The Role of Mobile and Digital in Fan engagement
as tennis adapts to meet the evolving consumption habits of fans, the role of mobile and digital platforms is more critical than ever. With 44% of fans using social platforms while at events, and a significant percentage consuming content at home, understanding digital touchpoints is key [[3]]. This shift creates new opportunities for Wimbledon to engage a broader audience.
The integration of innovative technologies and strategies is at the forefront of this evolution. Wimbledon is not just about the matches; it’s about the entire experience, now available at your fingertips.
Let’s dive into how Wimbledon is leveraging digital channels to enhance fan engagement and what lessons can be learned.
The Digital Ecosystem: A Deep dive
Wimbledon’s success in the digital realm stems from creating a extensive ecosystem designed to cater to a global audience. This system includes:
- Live Streaming: Offering matches through various digital platforms, ensuring broader accessibility.
- Behind-the-Scenes Content: Providing exclusive access to player interviews, training sessions, and other content that humanizes players.
- interactive Features: Introducing AI-driven tools to enhance live match experiences, similar to the Match Chat feature, offering real-time insights.
- Social Media Engagement: Encouraging fan interaction and sharing via platforms like X and Instagram through contests.
This multi-faceted approach aims at keeping fans immersed and interested in the tournament.
Personalization and the Fan Experience
One of the moast significant developments in digital engagement is personalization. The data gathered from fan interactions allows Wimbledon to tailor content and offers, creating highly individualized experiences.
Key Strategies for the Future
To maintain and expand it’s digital presence, Wimbledon uses a few key strategies:
- Embracing Younger Demographics: Wimbledon recognizes the importance of attracting younger audiences [[3]], using digital marketing to their advantage.
- Balancing Tradition with Innovation: While respecting the legacy of the tournament, Wimbledon readily integrates novel tech like AI-powered tools for a modern audience [[2]].
- Prioritizing Mobile Experience: Improving app functionality ensures its digital content is highly accessible and user-friendly for mobile users.
- Data-driven Decisions: Analytics and insights help Wimbledon refine its digital strategy, focusing on the content, platforms, and formats that engage the greatest number of fans.
By staying adaptable and customer-focused, Wimbledon ensures its continued relevance in the rapidly evolving world of sports and entertainment.
What’s Next?
As technology develops quickly,Wimbledon will likely prioritize:
- More AI Integration: expect to see greater use of AI to provide personalized content and even deeper insights.
- Immersive Experiences: Virtual reality (VR) and augmented reality (AR) could soon bring fans closer to the action.
- Enhanced Fan Communities: Wimbledon can develop digital platforms that foster community and encourage interaction among fans worldwide.
How is Wimbledon adapting to the changing ways fans consume sports? The tournament is embracing younger demographics by focusing on digital services and creating an online atmosphere. By using social media and AI tools, Wimbledon ensures fans worldwide remain engaged.
FAQs
How does Wimbledon use social media?
Wimbledon uses social media to provide live updates, behind-the-scenes content, and engage fans through contests and interactive features.
How does AI impact the fan experience?
AI powers interactive tools like Match Chat provide real-time data during matches,offer personalized insights,and improve viewing experiences.
Why is it crucial to reach younger fans?
Engaging and maintaining the younger demographic ensures the future of tennis. Attracting younger audiences secures the sport’s continuing relevance and success.