Context
Turning tennis data into digital experiences for fans and guests.
At the ATP World Tour Finals, Infosys's technology partnership came to life through data-led and interactive experiences for different audiences.
The challenge: activating a new global partnership in just two months
Infosys became Global Technology Services Partner and Platinum Sponsor of the ATP World Tour to demonstrate how mobility, cloud and analytics could transform the experience of fans and players. Its debut at the Barclays ATP World Tour Finals, the season-ending tournament, created an immediate challenge: there were only two months to tell that story, with no existing technology platform available to bring the partnership's objectives to life. Beyond the deadline, two distinct experiences had to be developed — one for guests and clients, the other for the fan-zone audience — with a strong digital idea at the centre of each.
02Hawk-Eye: turning complex data into useful information
For the hospitality area, the solution was to establish a partnership with Hawk-Eye and build a data visualisation platform. The technology captured valuable match information, including the position of the ball and players, as well as ball spin, speed and trajectory. Infosys's backend processed that data and turned it into analysis and insights presented visually. More than a technology showcase, the platform demonstrated how data generated during play could enrich the interpretation of matches and create new content.
03A data experience across multiple touchpoints
The platform was presented as an Infosys player-analysis application, available on large screens in the client hospitality area. The proposal also included integration into the ATP website and the distribution of analysis through social channels, producing relevant content for both ATP and Infosys. This extended the reach of the activation: the technology story was not confined to the physical event space. The UX challenge was to turn advanced metrics into clear interfaces that could engage audiences with different levels of familiarity with tennis and data analysis.
04Fan zone: inviting the public to play with data
For the fan zone, the team developed a simple, engaging tablet game. Participants answered questions based on statistical insights, presented as tennis balls 'served' by an opponent on the other side of the court. The mechanics turned data analysis into a playful challenge, with interaction and a scoreboard. At GMR Marketing, Ludovic de La Bédoyère helped win the project, conceive the experiences and lead digital production. The work required coordination of concept, design, development, data integration and on-site implementation within a schedule of just two months. Archival materials demonstrate the interfaces and activation, but do not provide participation figures or commercial results that can be attributed to the project.
