Wimbledon Goes High-Tech With Fan-Focused Digital Experience
Wimbledon and IBM are significantly upgrading the digital fan experience for the 2026 tournament, introducing advanced AI-powered features. A new Key Moments tool will identify and explain pivotal match points, while an enhanced Likelihood to Win feature will dynamically update player probabilities using real-time statistics and momentum. Fans can also engage with an AI-powered Match Chat within the Wimbledon app, asking questions and receiving tailored, multimedia-rich responses. These innovations, built on a modernized digital platform and improved data architecture, aim to deepen engagement for global audiences. This 35-year partnership continues Wimbledon's commitment to digital innovation, following a 16% increase in digital engagement in 2025.
For the 139th edition of Wimbledon, the oldest tennis tournament in the world still aims to bring a fresh approach to fans visiting the All England Lawn Tennis Club in 2026. As part of the focus, Wimbledon and IBM continue a partnership to modernize the digital platform featuring tailored experiences for fans on the ground and across the globe.
IBM leans on AI for 2026, introducing a new Key Moments tool to go alongside a revamped Likelihood to Win feature and an enhanced Match Chat option. To determine which player is most likely to win, the AI analysis mines current and historical statistics and match momentum to continually update each player’s probability of victory. The Key Moments addition pulls out points that have influenced the flow of the match, at the same time explaining to the fans why they matter. Working in conjunction for every men’s singles and women’s singles match, the two give reasoning behind the data, placing a focus on how momentum swings define each match.
For fans wanting to get info on a live match, the Match Chat function allows fans to ask a question within the Wimbledon app, such as: “What has happened in the match so far?” and the watsonx-based system provides responses, sometimes with relevant photos and videos, built in Wimbledon’s language style.
Each of the fan-facing developments was made possible, IBM says, by a modernization of Wimbledon’s digital platform. An improved data architecture allows Wimbledon to deliver a smoother digital experience, including as fans rummage through the archives of articles, videos and photos from championships past.
“It’s our priority every year to remain at the pinnacle of sport and deliver the best possible guest experience of The Championships—both to those walking through the gates of Wimbledon and the hundreds of millions following the action digitally around the world,” says Usama Al-Qassab, commercial director at the All England Club, adding that meaningful digital experiences can create “richer ways to engage, inform and excite our global audiences.”
Wimbledon has remained keen on delivering modern digital experiences. The tournament first launched a website in 1995 and then a mobile app in 2009. The tournament began offering AI-powered features in 2017. IBM has been part of the process at every step, having partnered with Wimbledon for more than 35 years.
“Our partnership with the All England Club extends far beyond delivering match scores and statistics for the website and app,” says Jonathan Adashek, senior vice president of marketing and communications at IMB. “The new fan experiences, combined with the modernization of Wimbledon’s platforms using IBM watsonx and IBM Bob, are an example of how organizations can use AI not only to deepen engagement, but also to accelerate innovation and unlock new levels of operational efficiency.”
AELTC says that in 2025 the club enjoyed a 16% increase in engagement across all digital platforms compared to 2024, with a 39% growth in those registered to myWimbledon.