Using technology to elevate fan experience

Challenge/Brief: 2019 marks the 30th year of IBM being the official supplier of Information Technology and consultant to the All England Club and The Championships, Wimbledon.

Wimbledon is the long-standing jewel in the crown for IBM’s live projects. Given its 150-year-old history, Wimbledon’s public façade remains fastidiously uncommercial – preserving the classic ideal; as exemplified in their 2019 campaign ‘Tennis in an English Garden’.

Insight: For two weeks of the year everyone becomes a tennis fan; the history and heritage, the tradition, the culture, it’s unchanged by the pressures of modern times. However, behind the scenes, IBM demonstrate the modern advances in technology behaviour. Every year, IBM analyses millions of live data points that continuously drives Wimbledon’s iconic pursuit of greatness. From match and player statistics, through weather forecasts to cyber security events and website visits. This is key to ensuring a flawless delivery of a quintessential world class Championships and its connected fan experience.

Solution: Building the theme ‘Tennis in an English Garden’ and creating a juxtaposition of old and new, we created the IBM Technology Garden, a unique real time data activation.

It was designed to reveal IBM’s hidden story, and to be a catalyst for conversations with customers at the official Championships. Mesmerising data visualisations of digital flowers translated complex real time data sets captured into interactive visual representations of IBM’s impact on the game, the fan-experience and global media. Allowing visitors to read, experience, and understand how IBM continues to bring The Championships to life through innovation.