Wimbledon extends IBM deal as AI shapes fan experience

Wimbledon has extended its long-running technology partnership with IBM through 2030, tying the sport’s oldest Grand Slam more closely to artificial intelligence and real-time data. The deal matters because the tournament’s digital audience now dwarfs the half-million spectators who attend in person, according to the All England Lawn Tennis and Croquet Club.

IBM’s role at Wimbledon dates to 1991, when the company introduced serve-speed radar at the Championships. Fortune reported that the partnership later produced Wimbledon’s website in 1995, its app in 2009 and its first AI features in 2017.

The latest phase centers on a broader digital plan. Usama Al-Qassab, Wimbledon’s marketing and commercial director, told Fortune the aim is to “engage more people in more places, more often, in more meaningful ways.”

The All England Club said Wimbledon’s digital channels produced about 18 billion impressions in 2025 and reached an estimated 730 million people. Fortune reported that traffic to the official website and app rose by more than 20% over the past year, while registrations for myWimbledon climbed 39%.

Behind the scenes, IBM runs a technology operation beneath Wimbledon’s Court 18 known as “Court 19,” according to Fortune. During the tournament, that hub handles 2.7 million data points, including ball speed, shot location and shifts in match momentum.

AI tools face a trust test

IBM executives see Wimbledon as a public test for technology that the company also wants to sell to businesses. Kameryn Stanhouse, IBM’s vice president of global sports and entertainment partnerships, told Fortune there is “a real fear around AI” among executives because poor rollouts can damage careers.

Stanhouse said a visible sporting event allows IBM to show that its systems can work under pressure. IBM told Fortune its Wimbledon features are “human-led,” with checks for confidence levels and bias before information reaches fans in real time.

Fan attitudes remain mixed. A 2025 Capgemini study found that 70% of sports fans want live match data, while more than half are concerned that too much technology weakens the authenticity of watching sport in person.

Wimbledon’s move away from line judges has added to that concern. Fortune reported that the tournament replaced 300 line judges in 2025 with automated electronic line calling, ending a 147-year fixture of the Championships.

The rollout drew attention after the system missed three calls in a quarter-final match and separately called “fault” during a rally, requiring umpire intervention, according to Fortune. The line-calling system is Sony’s Hawk-Eye, not IBM’s, but the episode has shaped debate about machine-made decisions on court.

Players have also raised doubts. Fortune reported that British player Jack Draper questioned the system’s accuracy, while Emma Raducanu said she did not fully trust it and described some calls as “dodgy.”

Sport as a business showcase

IBM has used sports partnerships beyond Wimbledon, including work with the U.S. Open Golf Championships and the Masters, according to Fortune. Consultancy Kearney forecasts the global sports market will exceed $600 billion by 2030, giving technology companies a growing stage for AI products.

Stanhouse told Fortune that sport produces large amounts of data in conditions that are closely watched and unforgiving. She said technology that works during a match can encourage executives to consider similar tools for their own companies.

IBM also used an internal development accelerator called Bob to rebuild Wimbledon’s website and app, Fortune reported. Stanhouse said the tool moved more than 15,000 digital assets to a new platform, work she said one engineer completed in a month, with the final transfer taking 47 minutes.

Al-Qassab told Fortune he does not believe AI will alienate Wimbledon spectators, saying most fans still watch play and check phones between points. As IBM’s tools expand, Wimbledon is testing whether a traditional event can add more technology without changing what fans came to see.

This story draws on original reporting from Fortune.