A Winning Return – Enhancing Fan Experience Around the Globe

Kevin Farrar

IBM UK Sports Partnerships Lead at IBM

Learning Objectives

For over 3 decades, IBM has helped develop and deliver innovative & engaging digital fan experiences for Wimbledon. After a year's absence, on June 28th live tennis returned to SW19 for the 2021 Championships. As a trusted delivery partner since 1990, IBM’s role is to support the AELTC in their “pursuit of greatness” and to be essential in fulfilling their mission to be the “best tennis tournament in the world by some distance on all measures”. With reduced capacity on-site because of the on-going pandemic situation, digital engagement with fans became more important than ever this year. Hear how IBM works closely with the AELTC to push the boundaries of innovation and constantly improve and advance fan engagement wherever in the world they are watching the tournament.


Key Takeaways:



  • By delivering added insight to your audience, you can create not just context, but a connection

  • Creating a meaningful connection with your audience can turn them from a simple consumer of your product to being a true advocate

  • Advocates will help you take your brand out to the world in the most authentic way possible