Wimbledon announces suite of digital innovations for 2021 Championships

25 Jun 2021

By: Sport Industry Group

The AELTC has announced a series of innovations for The Championships 2021, to help bring fans ‘closer to Wimbledon than ever before’.

Supporting the 2021 campaign, ‘It’s a Wimbledon Thing’, which launched earlier this month, the suite of innovations aim to help fans engage with the event, with digital experiences developed in partnership with the AELTC’s Official Technology partner IBM. 

Targeted at helping fans discover new players to follow, the IBM Power Rankings with Watson provide an AI-powered analysis of player performance presented as a leaderboard, which updates every day of the tournament. Fans will be able to access a pre-Match insights fact sheet to help preview the match, as well as new personalised highlights reels, based on a fan’s player preferences - allowing them to re-live the best bits of the match inside myWIMBLEDON, the AELTC’s ‘personalised digital experience’.

The rights holder has also launched a new ‘Wimbledon at Home’ initiative which aims to engage with fans who might usually want to travel to the All-England Club but who will not be able to this year. 

The AELTC says the ‘flagship element’ of the initiative is the Wimbledon Virtual Hill, presented by American Express - a ‘companion experience’ which allows fans to create an avatar, and engage in a variety of activities in order to earn points and win prizes both daily and throughout the Wimbledon Fortnight. 

American Express will also launch a Champion's Rally Augmented Reality game, in partnership with Sir Andy Murray, which fans can play on their phone.

The Championships will also encourage fans to enjoy your own Afternoon Tea at home with the Wimbledon at Home Afternoon Tea, featuring the official Wimbledon strawberries, scones, and other treats; purchase a limited-edition Ultimate Wimbledon Fan Pack, including the Official Championships Towels, umbrellas, caps, balls, and bags; or get involved with a series of other activities, such as trying out the tournament’s recipes, quizzes, and family packs.

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