IBM has renewed its long‑standing partnership with the All England Lawn Tennis Club, extending its role as the official AI, cloud and digital transformation partner for another multi‑year term. The renewal builds on a 36‑year relationship that began with the launch of Wimbledon’s website in 1995 and has evolved through successive waves of technology integration, from the first AI‑powered features in 2017 to the current suite of Watsonx‑driven services.
The agreement reaffirms IBM’s commitment to delivering AI‑powered fan experiences. Features such as Live Likelihood to Win and Match Chat, powered by the Watsonx platform, have already driven a 16% year‑over‑year increase in engagement across Wimbledon’s digital channels in 2025. The club’s mobile app, launched in 2009, saw a 19% rise in engagement and maintained a 4.9‑star rating, underscoring the success of the partnership’s digital initiatives.
IBM’s partnership with Wimbledon is part of a broader strategy to secure high‑profile, long‑term contracts in sports and entertainment. The company has similar technology alliances with the U.S. Open, the Masters, ESPN, UFC and Ferrari’s Formula 1 team, positioning IBM as a leading provider of AI and hybrid‑cloud solutions for major events. The renewed contract signals confidence in the continued growth of AI‑driven fan engagement and reinforces IBM’s brand presence at a globally visible event.
Usama Al‑Qassab, Marketing & Commercial Director at Wimbledon, praised the partnership: “IBM’s AI capabilities are key to delivering the next generation of digital experiences for our fans.” Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, added, “The Wimbledon partnership showcases the power of our Watsonx platform and our commitment to transforming fan engagement through data and AI.”
The All England Club was named Sports Organisation of the Year at the 2025 Sports Technology Awards, a testament to its digital maturity and the effectiveness of its technology partnerships. With 86% of tennis fans reporting that AI‑powered features add value, the renewed partnership is poised to deepen fan engagement and expand Wimbledon’s global reach, supporting IBM’s broader goal of expanding its software‑centric business.
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