Case Study

The journey to digitize tennis: Infosys (A), the past

8 pages
October 2023
Reference: IMD-7-2440

Case A explores the transformative role of data analytics in the sports industry through the lens of Infosys, an innovative tech company. Infosys aims to showcase its AI and analytics expertise by partnering with the Association of Tennis Professionals (ATP). Recognizing the potential of data to reshape the experience of fans and to advance the business of tennis, Infosys strategically selects tennis as its focus. By becoming the official Digital Innovation Partner for the ATP, Infosys aims to enhance fan engagement, aid players and coaches, and transform tennis through data-driven insights. The ATP, which governs men’s professional tennis, operates within a multifaceted business model reliant on data to drive engagement and revenue. In its quest for a technological partner, ATP aligns with Infosys to tap into its expertise. Leveraging ATP’s data repository, Infosys revamps the player zone app, creating a versatile hub for players and coaches. The case underscores the power of data-driven decision making and its potential to redefine the sports landscape.

Learning Objective
  • Understand how digital technology transforms the business model of sports.
  • Explore different digital technologies (AI, big data…) and their impact on business.
  • Differentiate between a great technology and a great use of technology.
Business to Business, Digital Transformation, Disruption, Analytics, Metaverse, Digital
Infosys, Information Technology, Information Technology Services, Business Management Services, Consultancy
Field Research
© 2023
Available Languages
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Teaching note
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