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Case Study

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

By Carlos Cordon and Franck Calleeuw

8 pages

October 2023

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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.

Keywords

Business to Business, Digital Transformation, Disruption, Analytics, Metaverse, Digital

Settings

World/global
Infosys, Information Technology, Information Technology Services, Business Management Services, Consultancy
2014-2023

Type

Field Research

Available Languages

English

Related material

Teaching note

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

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This case study is part of a series

The journey to digitize tennis: Infosys (A), the past
The journey to digitize tennis: Infosys (B), the present
The journey to digitize tennis: Infosys (C), the future

This case study is part of a series

The journey to digitize tennis: Infosys (A), the past
The journey to digitize tennis: Infosys (B), the present
The journey to digitize tennis: Infosys (C), the future

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