INFOSYS TENNIS RADAR The Next Big Era CONTENTS EXECUTIVE SUMMARY 5 TENNIS EVENTS ADD FLAVOR 28 TENNIS IS ON THE VERGE OF A NEW ERA 6 ANALYTICS MEETS EXPERIENCE 31 THE TENNIS RADAR STUDY 8 ANALYTICS EXPERIENCE INDEX 33 THE BEST OF TIMES, THE MOST COMPLICATED OF TIMES 10 THE FUTURE OF TENNIS 40 ATP UPGRADES EXPERIENCE 12 FANS SEEK STORIES 41 COME FOR THE MATCH, STAY FOR THE EXPERIENCE 13 A NEW AUDIENCE FOR A NEW ERA 43 THE CLUB MODEL EVOLVES 14 TECH’S ROLE IN TENNIS’S NEXT BIG ERA 45 THE HIGH COST OF COMPETING 16 1. EXPERIMENT AT EVERY LEVEL 46 PLATFORM TECH: ANALYTICS GAME CHANGER 18 2. DEMOCRATIZE DATA AND ANALYTICS 47 A GAME FOR ALL, GROWING GLOBALLY 21 3. FOCUS ON THE SOCIAL ELEMENT 48 THE RIGHT RACKET MATTERS 22 4. PROTECT THE HUMAN ELEMENT 49 WATCHING COURTSIDE FROM YOUR COUCH 23 TECH SHOWS THE WAY 51 GAME, SET, MATCH: WINNING NEW TENNIS FANS 25 RESEARCH METHODOLOGY 52 ADDING VIRTUAL REALITY 26 ACKNOWLEDGMENTS 53 External Document © 2020 Infosys Limited INFOSYS TENNIS RADAR | 3 4 | INFOSYS TENNIS RADAR External Document © 2020 Infosys Limited EXECUTIVE SUMMARY In 2019, the Infosys Knowledge Institute conducted a interviewees. All age groups in our survey answered worldwide study of tennis to answer the question, How can roughly the same regarding match length: 85% of the proud sport of tennis, with its rich tradition, continue Millennials and 84% of Generation Z, Generation X, to stay relevant and be even more successful in a rapidly and Baby Boomers said match length is just right. Like evolving world shaped by consumer experience and driven all consumer products, tennis is no longer a discrete by technology? activity, it is an experience — consisting of dispersed, shareable micro-moments. Tennis-focused, tech- We surveyed more than 3,000 tennis fans globally and enabled experiences will help tennis reach and retain interviewed 30 prominent stakeholders representing player, new fans. coach, event organizer, industry organization, and media perspectives. 3. Inclusion, which dispels misperceptions that otherwise put tennis’s future at risk. Tennis has successfully expanded to the East and has reached new A new era players and audiences. However, millions of people will Our analysis revealed insights at the intersection of analytics, never watch or play tennis because they think it is, as experience, and inclusion. We found that new technologies our interviewees said, “not cool,” “an old person’s sport,” and intertwined social forces are pushing tennis into a “exclusive,” “a country club sport,” “difficult to play,” and new era. “difficult to learn.” Interviewees consistently stressed the need to show people that tennis is accessible This new era is characterized by to all. Tennis is becoming more accessible through 1. Analytics- and technology-based experiences that experimentation at all levels, from grassroots to improve fan enjoyment of the game. Young people tournaments to technology like virtual reality, fantasy and people in emerging markets (India, China) score leagues, and esports that bring new people to tennis. in the highest cluster (Enthusiasts) on our Analytics Experience Index. More than one third of Generation Z and Millennials are Enthusiasts. Easily more than half How can tennis embrace this new era? the respondents in India and China are Enthusiasts • Experiment at every level (64% and 57%, respectively), with very low percentages • Democratize data and analytics for the lowest scorers (Skeptics cluster; 3% and 2%, respectively). • Focus on the social element 2. A new generation of fans with the attention span • Protect the human element for a tennis match but who demand a tennis experience. Tennis can hold the attention of younger audiences, contrary to common concerns about younger generations’ attention spans, including by our External Document © 2020 Infosys Limited INFOSYS TENNIS RADAR | 5 TENNIS IS ON THE VERGE OF A NEW ERA Tennis, like all sports, has immense opportunities to use the first Wimbledon tournament). The Open Era began in technology to reach more people. From social media to big 1968, when the game became “open” to professionals to data to the internet of things (IoT), people are connected to compete against amateurs. each other and to their world like never before. This is true in Today, too, the game is evolving in parallel with the times all industries, and it is true in tennis. (globalization, mobile phones, competition for consumer Tennis is a centuries-old sport that has evolved in step with screen time, influence of social media, multiculturalism). technological advances and social change. “Real tennis” (see Our interviewees echoed again and again the sentiment of Figure 1), the precursor to today’s game, developed from a prominent coach and ambassador Judy Murray: “ The world 12th century French handball game called “paume” and was is changing all the time and we have to be able to adapt to mainly played by royalty. Over time, the game then added those changes, and that includes the way that people are a glove, then a racket, moved from courtyards to courts, watching or following tennis, which is completely different and became “lawn tennis”—commonly referred to now as now.” The world does not look the same as it did at the “tennis.” The game also grew from Europe to the United beginning of the Open Era, and neither does tennis. States, with the first tournament in 1874 (three years before 6 | INFOSYS TENNIS RADAR External Document © 2020 Infosys Limited Figure 1. Tennis and technology evolve in parallel First Industrial Second Industrial Third Industrial Fourth Industrial Revolution Revolution Revolution Revolution DEVELOPMENT OF TECHNOLOGY 2000 1784 1870 1969 AND SOCIAL CHANGE Steam engine, Mass production, Age of information, Smart- Cyberphysical factories, rise of electricity, railways digital age begins; phones, systems, articial middle class in equal rights, social intelligence, the West desegregation in media internet of the US, air travel, things broadcast journalism, cable TV, the internet, DEVELOPMENT OF TENNIS personal computers 1800 2000 1100 1500 1900 1968 Real tennis Racket Late 1800s: Open Era (1968-?): Hawk- Today: global Lawn tennis, Game opens to Eye game, age tennis expands amateurs, so they of experience, to the US can play against inuence of Source: Infosys Knowledge Institute professionals social media External Document © 2020 Infosys Limited INFOSYS TENNIS RADAR | 7 THE TENNIS RADAR STUDY The Infosys Knowledge Institute conducted this study This report draws on a comprehensive set of perspectives to explore the question: How can tennis, with its rich across the tennis ecosystem. We assess the current state of tradition, continue to stay relevant and be even more the game, covering everything from prize money at the elite successful in this rapidly evolving world shaped by levels to grassroots participation numbers. We then narrow consumer experience and driven by technology? our focus to discuss innovations in analytics and experience. Throughout, we identify challenges and opportunities Data for Tennis Radar includes 30 stakeholder interviews (see Figure 2), as tennis reaches new markets and the next representing perspectives from prominent players, coaches, generation. event organizers, industry organizations, equipment manufacturers, and media. Interviews explored the current The heart of our argument is that tennis can become state of the game as well as barriers and opportunities for even more successful when it increases access to playing, growth. To bring in the consumer perspective, we surveyed watching, and understanding the game, and that over 3,000 tennis fans in eight regions about their attitudes technology — especially social technology and analytics- toward tennis, including tennis technology, game and based experiences — will play a vital role as tennis enters performance metrics, events, and viewing preferences. the next big era. 8 | INFOSYS TENNIS RADAR External Document © 2020 Infosys Limited Figure 2. Tennis faces challenges and opportunities in the times ahead Source: Infosys Knowledge Institute External Document © 2020 Infosys Limited INFOSYS TENNIS RADAR | 9 THE BEST OF TIMES, THE MOST COMPLICATED OF TIMES 10 | INFOSYS TENNIS RADAR External Document © 2020 Infosys Limited The Grand Slams have never been better, as they reap the Event organizers are under pressure to sort out these benefits of new technology. The 2019 US Open, Australian new options — not just broadcast options but also the Open, and Roland-Garros (popularly referenced by media sponsorship and retail possibilities brought about by and fans as the French Open) had record attendance. 1, 2, 3 globalization and technology. Wimbledon’s attendance was the second-highest in its One interviewee talks about the tension between increasing history, up from 2017 and 2018. 4 (See Figure 3.) As Brad participation and running an event: “Increasingly, as Gilbert, renowned ESPN tennis analyst, coach, former pro the world changes, those two businesses are extremely player, and author, states, “Attendance is up. People are different in both skillsets and culture. The juxtaposition going. All the tournaments in summer, Canada, Cincy, the between increasing grassroots participation and a global Open, Wimbledon — these tournaments are all packed. entertainment business is very stark.” They’re still on people’s bucket lists.” The French Tennis Federation (FFT), for instance, with its Figure 3. Increased attendance at Slams, 2015-2019 crown jewel Roland-Garros, develops tennis in France through local club participation. Both the FFT and Tennis Australia are sports federations, and as such have mandates to help more people play tennis. Tennis Australia’s local club- 13% 12% level efforts include adding vending machines for rackets and balls to clubs. With reduced staff requirements, more small clubs can stay operational and meet the needs of their 7% communities. 3% Wimbledon US Open French Open Australian Open Source: Infosys Knowledge Institute Besides enhancing consumer experiences, technology has enabled new revenue sources and new challenges. This is true for all industries, including sports.