Mutual Funds Commodities Research Tax Planning IPO Our Team Contact Us    
Stock Report

| More

Digital Technology is Driving Tennis Experience Beyond the 'Golden Era'

Posted On: 2020-02-25 10:21:22

Tennis Radar: The Next Big Era, a report by the Infosys Knowledge Institute (IKI), the research and thought leadership arm of Infosys (NYSE: INFY), the global leader in next-generation digital services and consulting found that tennis must embrace new inclusive experiences, powered by technology and analytics to engage the next generation of fans. The research surveyed 3,000 tennis fans globally and interviewed with prominent organisers, coaches, professional players, industry influencers and media. Infosys is the digital innovation partner of ATP Tour, Australian Open and Roland Garros.

The drive and need for access and inclusion

Tennis participation has grown 10 percent globally in the last 5 years. Tennis has successfully expanded to and has reached new players and audiences across the globe. However, despite this new found reach, experts of the game suggest that there's a large untapped pool who may never watch or play tennis because they think it's "exclusive" and "difficult to play".

The report found that tennis is becoming more accessible through experimentation at all levels, from grassroots to grand slams and through fantasy leagues, Esports and technology like virtual reality that bring new fans to tennis. Nearly a quarter of the players globally come from China (23 percent), yet the country has only 10 percent of the world's tennis courts and only a few clubs, stifling potential growth in a sports market tipped to reach $470 billion by 2025.

While China averages 393 players per court, at the other end of the scale France averages just 87, Australia 104 and Germany 122. The report also found tennis fans are aging, and the average age of tennis fans-in the West, at least-is higher than the average age of the population.

Data analytics and digital technology: creating a level playing field

At the elite level, the research found equal access to detailed player and match data analytics. The report references Infosys' StatsLounge, democratising match data for all players and coaches to analyse their performance, examining crucial match stats using sophisticated filters to generate video clips from more than 1,000 data combinations. But it's not just players and coaches who are hungry for data. The report found fans also seek more detailed match and player insights with the rise of second screen viewing.

The age of experiences

The report found that like all consumer products, tennis is no longer a discrete activity, it's an experience - consisting of dispersed, shareable micro-moments both on and off the court.

Recent research by Tennis Australia found the 'fun' aspect of the Australian Open atmosphere as the second-most important factor for attendance for people under 50. "At the Australian Open we are crystal clear what has led to us trebling our business in 5 years. Taking a Grand Slam tennis tournament and adding to it has expanded our audience into new segments and geographies. But you have to commit. We take our 'families' business, our music festival and our food vertical as seriously as we do our tennis. If you don't, it doesn't succeed," said Richard Heaselgrave, Chief Revenue and Experiential Officer.

Technology driving growth of Tennis

While tennis in recent years has seen multiple formats and innovations trialed at different levels of the sport, fans across all age groups, including GenZ (84 percent) and millennials (85 percent), said match length is not a primary barrier to engagement with the sport. The report identified opportunities to introduce new fans to the sport globally with analytics-based and virtual and augmented reality technologies.

Analytics-based experiences improve enjoyment for 83 percent of fans surveyed according to the Tennis Radar research. For example, fans at the Australian Open can play against the greatest tennis players in the world using VR and AR technology - in a simulated Rod Laver arena, the Australian Open's centre court. More than 125,000 fans have engaged with Infosys VR at the Australian Open, Roland-Garros, and Nitto ATP Finals and other ATP events. Similarly, Roland-Garros plans to involve pros from the Esports area within the Roland-Garros eSeries, to tighten the link between real-world and virtual-world tennis fans.

Experience Index

To understand how data and analytics impact fan enjoyment of the game, the Infosys Knowledge Institute created the Analytics Experience Index, synthesizing fan response to multidimensional questions about match technologies, player statistics and game data.

The Index found that analytics improves fan enjoyment, particularly among younger and more tech savvy audiences. Over a third (38 percent) of 18-22 year olds were identified as the highest category of tennis technology and analytics 'Enthusiasts', compared to just 13 percent of those 55 and older.

"At Roland-Garros, we believe innovation, social technology and analytics-based experiences have a key role to play to make tennis more accessible and more engaging to the existing and new generations of tennis fans and our partnership with Infosys will ensure the Roland-Garros DNA remains true to our roots but can also evolve and be future ready," said Michael Tonge, Director of Sponsorship, hospitality and ticketing, FFT.

Social technologies are also helping tennis grow, including at the club level, with apps like Tennis Connect, where users can schedule courts and invite others to play. Similarly, Tennis Australia's Book a Court platform enables people to book a court anywhere, anytime, and pay via mobile phone. France's FFT launched Ten' Up in April 2019 and has over 200,000 downloads. U.B. Pravin Rao, Chief Operating Officer, Infosys, said "Tennis doesn't resonate with people if access to playing and watching the game isn't made easy. Infosys is proud to be a digital innovation partner of the ATP Tour, Australian Open and Roland-Garros. This research reinforces that tennis can become even more successful if it can increase access to playing, watching, and understanding the game, and to do that, technology - especially social technology and analytics-based experiences-will play a vital role."

Shares of INFOSYS LTD. was last trading in BSE at Rs.795.25 as compared to the previous close of Rs. 796.7. The total number of shares traded during the day was 311918 in over 5317 trades.

The stock hit an intraday high of Rs. 811.2 and intraday low of 792.3. The net turnover during the day was Rs. 251007718.

Source: Equity Bulls

Click here to send ur comments or to

Other Headlines:

ONGC terminates contract with Dolphin Offshore Enterprises India Ltd

Bharat Dynamics Ltd records turnover of Rs. 3095 crore in FY2019-20

Seamec Ltd bags contract from ONGC for vessel Seamec II

Kotak Leadership Takes 15% Cut in Salary

SpiceJet operates its first cargo freighter to Singapore to bring critical medical equipment to India

Axis Bank-backed TReDS platform, Invoicemart crosses USD 1 billion throughput

UniOne Foundation Donates to PM Cares Fund

Godawari Power & Ispat Ltd resumes partial operations

Zydus receives tentative approval from the USFDA for Empagliflozin Tablets

Ind-Ra withdraws rating of Sterling and Wilson Solar Ltd

CRISIL updates on credit ratings to IDFC First Bank

Flipkart, ICICI Lombard and Go Digit General Insurance come together to offer COVID-19 focused health insurance

SMS Pharmaceuticals Limited updates on Ranitidine issue

Chalet Hotels Limited updates on credit rating

Dr. Reddy's Laboratories Ltd receives EIR from USFDA for API plant 5

Polyplex Corporation Ltd board approves buy back up to Rs. 475

Godrej Consumer Products Ltd - Quarterly Update: 4QFY20

OnMobile Global Ltd board approves buy back of up to Rs. 54.10 crore

CSB Bank Limited updates on ratings

SMS Lifesciences India Limited update on Ranitidine HCL

IndiGrid looks to acquire US$ 140 Mn (INR 10.8 Bn) transmission project and also intends to add Solar energy in the portfolio

Gulf Oil Lubricants India Ltd board approves interim dividend of Rs. 7

Bank of Baroda revises Marginal Cost of Funds Based Lending Rate w.e.f April 12, 2020

Novelis Receives Last Clearance for Aleris Acqusition

Coronavirus: DRDO, ITI to team up to manufacture portable ventilators

Tata Power bestowed upon with the highest accolade in the field of Innovation, 'The Edison Award'

L&T to raise Rs. 9000 crore

Lincoln Pharmaceuticals Ltd update on impact of Novel Coronavirus (COVID-19)

Swaraj offers facility of a standby tractor to help farmers amid Coronavirus

NIIT Ltd. launches a free 'Remote Work Excellence Kit' to support the fight against COVID-19

Aurobindo Pharma receives USFDA Approval for Fluoxetine Tablets

ITC provides Meals, Food Products & Hygiene Essentials to the Needy across 17 States

Zydus receives final approval from USFDA for Imatinib Mesylate Tablets

CRISIL reaffirms ratings of Mahindra and Mahindra Ltd

IndiGo enters Brand Finance Top 50 Airlines list recognising the most valuable and strongest airline brands in 2020

CRISIL rating on Rs. 20 crore Non-Convertible Debentures of BASF India Ltd

Granules India Limited announces approval of Butalbital, Acetaminophen and Caffeine Capsules USP

Hero MotoCorp launches the innovative 'Hero Colabs - The Design Challenge' to promote collaboration & co-creation

Titan Company Ltd - Quarterly Update: Q4 FY'20

L&T Construction bags contracts for its Power Transmission & Distribution Business

IDBI Bank Ltd board approves proposal to sell stake in insurance company

Welspun Corp Limited provides business update of Saudi Arabia plant

Kolte-Patil Developers undertakes strategic land monetization of a portion of Sector R10 of Life Republic for INR 91 crore

Marico Ltd - Quarterly Update: Q4 FY20

Cipla receives final approval for generic version of Proventil® HFA Inhalation Aerosol

Punjab & Sind Bank board to consider fund raising through equity issue

Vedanta Sesa Goa Iron Ore contributes Rs. 1 crore to Goa state COVID-19 Relief Fund

IDBI Bank Ltd board approves borrowing for FY 2020-21

Seniority and RPG Life Sciences Launch SafeSeniors - India's First COVID-19 Risk Monitoring Tool for Senior Citizens

Paisalo Digital Ltd to consider various options for raising funds

Website Created & Maintained by : Chennai Scripts
West Mambalam, Chennai - 600 033,
Tamil Nadu, India

disclaimer copyright © 2005 - 2019