Cloud services in sport sponsorship: The example of IBM and Wimbledon

The article published in Activative and written by J. Edwards gives details about the long partnership between IBM and the Wimbledon Championship (25 years). During the tournament of this year, IBM prepared the Social Media Command Center, a tool based on IBM technology. The partnership covered the screens service, the owner rights for website, mobile and tablet apps, social channels and cloud services. This campaign element was even promoted via a launch event hosted by Henman at the flagship London Apple Store.

An innovation in 2014 was the possibility to offer personalized feeds on mobile platforms so the customers could choose to watch the match or the news they wanted. This experience goal was to join the support club’s of the most important tennis tournament and mix it with new technologies provided by IBM in order to give an unforgettable digital experience to Wimbledon fans. The IBM experience is based on 48 analysts who use IBM high technologies to collect and provide statistical data to the users in real time.
It is not the first time IBM uses its technology during a sport event. For instance in our previous article we already described IBM’s deal with The Masters Tournament 2014 at the Augusta National Golf Club in Georgia. IBM was much more than a financial partner as thanks to the digital displays and dedicated apps, he could provide real-time data or statistics to fans. That was a means to demonstrate its quality and its ability to enhance consumers’ experience. IBM could reach through social media a new and a large audience.
The key part of this partnership between IBM and Wimbledon was ‘cloud service’ which meant that all people over the world could follow the game and have access to the real-time data. It also means that teams and trainers could analyse these data to understand how players could perform better and to revive detailed understanding of the games tactics and skills. The IBM ‘experience’ was a really successful initiative. Indeed, fans could enjoy the game more than ever. IBM achieved its objectives, i.e. to reach a large target public and show that they are ready to participate in the ‘digital world’ competition.
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