Case Study

Case Study: The ATP Unlocks Decades Of Tennis Data To Transform The Fan Experience

Data Commercialization Drives Value For Teams And Fans

August 1st, 2017
SR
Somak Roy
JP
Jennifer Belissent, PhD
With contributors:
Ashutosh Sharma , Dane Anderson , Arnav Gupta , Bill Nagel

Summary

The Association of Tennis Professionals (ATP), the governing body of men's pro tennis, oversees 15,000 tennis matches a year and was sitting on a huge store of data with the potential to improve fan engagement. For the ATP, which is also involved in sports broadcasting, increased website traffic and a high-quality TV experience had direct implications for its sponsor business. This case study shows CIOs how they can learn from the ATP's approach to building a commercial data offering in terms of product design and the choice of sourcing tech and analytics talent and software.

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