IBM and the All England Lawn Tennis Club (AELTC), organizer of The Championships, Wimbledon, have announced the long-term renewal of their technological partnership, a relationship that dates back more than three decades and has once again positioned Artificial Intelligence at the core of the tournament’s digital strategy. The agreement, announced on January 6, 2026, cements IBM as the official AI, cloud, and digital transformation partner of the event, with the explicit goal of deepening engagement with fans in 2026 and beyond.
The partnership comes at a time when sports—and especially major tournaments—compete in a market where “attention span” is almost as valuable as broadcast rights. Wimbledon is not just a sporting event: it’s a global brand that needs to speak the language of those consuming summaries, data, and live conversations from their mobile devices. Against this backdrop, IBM and the AELTC are laying out a roadmap based on interactive experiences that blend tournament data with advanced AI capabilities.
The relationship includes milestones that illustrate how sports consumption has evolved. IBM recalls collaborating on launching Wimbledon’s website in 1995 and the official mobile app in 2009, before integrating “enhanced” AI solutions starting in 2017. Overall, the two organizations estimate 36 years of joint efforts to “deepen fan interaction” with the tournament’s digital platforms.
Practically speaking, the current focus relies on two functionalities already shaping the digital conversation around the championship: Live Likelihood to Win and Match Chat. The former offers a dynamic projection—presented as a probability—indicating which player has better chances of winning as the match progresses. The latter, designed as a conversational experience, allows fans to ask questions and receive contextualized responses about ongoing play, combining tournament information with language models trained in editorial style and tennis jargon.
The data shared by the AELTC and IBM acts as a thermometer for impact: in 2025, these initiatives contributed to a 16% year-over-year increase in overall platform engagement, with over 20 million fans following the tournament via web and app. Additionally, the app saw a 19% rise in engagement and maintained an average rating of 4.9 stars in app stores. For Wimbledon, which balances tradition with modernization, these numbers serve to justify that innovation is not just marketing—it’s part of the product itself.
The renewal also benefits from external recognition. The organization was named “Sports Organization of the Year” at the 2025 Sports Technology Awards, notably for leveraging AI and technology to transform the fan experience. The AELTC emphasizes its commitment to engaging the “next generation” of fans through relevant, personalized, and more immersive experiences.
For IBM, this agreement aligns with a broader strategy: bringing the same messaging used with businesses and governments into sports. The company positions itself as a global provider of hybrid cloud and Artificial Intelligence, operating in more than 175 countries. It leverages its hybrid cloud ecosystem and technologies such as Red Hat OpenShift to modernize digital platforms and operations. At Wimbledon, this approach translates into performance, scalability, and personalization—three pillars in the ongoing “battle” for user loyalty in sports apps.
The investment in AI is also supported by external metrics. IBM cites a global study conducted with Morning Consult showing increasing demand for AI-enhanced experiences. According to the report, 86% of tennis fans surveyed consider AI-based features valuable—especially when providing real-time insights and personalized highlights. Beyond the headlines, the message is clear: audiences want less friction and more context, even in a sport as “classic” as tennis.
However, Wimbledon recognizes that discussions about AI in tennis are not always comfortable. In 2025, the tournament faced public debate over the introduction of technology-based officiating systems—receiving mixed reactions from players and fans—reminding us that automating sensitive decisions (such as line calls) requires reliability, clear communication, and trust. This tension between innovation and tradition is part of the event’s DNA: technology is celebrated when it enhances the experience but questioned when it replaces emotional elements of the spectacle.
Looking ahead to 2026, the announcement does not specify exactly what new features will be introduced but clearly sets the course: more interactive experiences, greater personalization, and increased AI-driven data applications. For the organizers, the key challenge will be maintaining balance—transforming the app and website into a “partner” for fans without losing the essence that makes Wimbledon unique.
Frequently Asked Questions
What is “Match Chat” at Wimbledon, and what is it for?
It’s an AI-powered conversational feature that allows fans to ask questions about matches, players, and tournament context, receiving responses based on data and editorial content.
How does “Live Likelihood to Win” work, and what does that probability mean?
It’s a dynamic projection estimating which player has better chances of winning as the match unfolds. It updates with live play and combines tennis data to provide a real-time probabilistic reading.
What does Wimbledon gain from partnering with an AI and cloud provider like IBM?
Primarily, performance and scalability for peak traffic, along with personalization capabilities and new digital experiences driven by data and AI models.
What are the privacy implications of AI in sports apps?
They depend on how data is managed: what is collected, where it’s stored, and how it’s anonymized. Generally, platforms must be transparent about their policies and limit data use to what is strictly necessary for the experience.
via: newsroom.ibm