IBM and The All England Lawn Tennis Club Extend Partnership for AI-Driven Digital Innovations

IBM and The All England Lawn Tennis Club Extend Partnership

In a significant move for both technology and sports, IBM and The All England Lawn Tennis Club have announced a multi-year extension of their longstanding partnership that has been pivotal in enhancing digital experiences for tennis fans around the globe. With a history that dates back 36 years, this collaboration has set a standard for innovation in the sports industry and promises to bring even more engaging features to fans in the future.

The partnership began with the launch of Wimbledon's official website in 1995, and the introduction of the mobile application in 2009. IBM has continuously integrated cutting-edge technology into the fan experience, introducing AI-powered solutions in 2017 that have transformed the way fans interact with The Championships. As a result, the collaboration has consistently deepened global fan engagement, making it possible for millions to follow the prestigious event online.

As part of this renewed agreement, IBM and the All England Club aim to expand the event's global reach and create deeper connections with fans through a range of digital enhancements that will be rolled out in 2026 and beyond. This includes the innovative features like Live Likelihood to Win and Match Chat, which utilize a vast amount of data generated during the Championships alongside IBM's advanced AI capabilities with watsonx. This combination has already yielded substantial results; for instance, in 2025, the fan engagement across all platforms saw a remarkable 16% increase, demonstrating the partnership's success in resonating with tennis enthusiasts worldwide. Furthermore, Wimbledon's official app garnered an exceptional average rating of 4.9 stars, a testament to its enhanced user experience.

The partnership’s excellence has not gone unnoticed, receiving accolades such as the recognition of the All England Club as 'Sports Organisation of the Year' at the 2025 Sports Technology Awards, highlighting their innovative approach in merging technology and sport. Usama Al-Qassab, Marketing and Commercial Director at The All England Lawn Tennis Club, expressed his enthusiasm about the partnership's extension. He emphasized IBM's pivotal role in creating world-class digital experiences that resonate with both traditional and new generations of fans.

Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, also celebrated the renewal, noting the vision shared by both organizations in delivering a globally recognized sports experience. He mentioned that the ongoing collaboration will ensure that fans, whether they are watching on-site at SW19 or from anywhere around the world, will have access to interactive digital features powered by advanced AI.

A global survey conducted by IBM and Morning Consult revealed that a staggering 86% of tennis fans appreciate the value brought by AI-powered features. Among the most sought-after capabilities are real-time insights and personalized highlights, which have become crucial for enhancing fan engagement during events.

As IBM and The All England Club continue their partnership into the future, they reaffirm their commitment to using innovative technology to make The Championships more accessible and immersive. This focus not only helps to elevate the overall experience for millions of fans but also contributes to the sustained growth and popularity of tennis on a global scale.

About IBM

IBM stands as a leader in hybrid cloud and AI technologies. With expertise across 175 countries, the company aids clients in harnessing data insights while optimizing business processes, making them a trusted partner across various industries, including financial services, telecommunications, and healthcare. IBM’s innovative prowess extends to AI, quantum computing, and customized cloud solutions, ensuring that clients achieve their digital transformations swiftly and securely. Visit IBM's website for further information.

About The All England Lawn Tennis Club

The All England Lawn Tennis Club is renowned for organizing The Championships, Wimbledon—the oldest of the Grand Slam tournaments. Established in 1868, the Club is dedicated to preserving the traditions of Wimbledon while embracing innovation to maintain its prestigious status in the sporting world. Each year, The Championships attracts half a million attendees on-site and millions more through various digital platforms. For updates and information, visit Wimbledon’s website.