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
Somak Roy
Jennifer Belissent, PhD
With contributors:
Ashutosh Sharma , Dane Anderson , Arnav Gupta , Bill Nagel


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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