Artificial intelligence is taking center court in British tennis this summer as Infosys and the Lawn Tennis Association (LTA) unveil a new suite of AI-driven fan engagement tools across the 2026 grass-court season, including the prestigious HSBC Championships at Queen’s Club in London.
The initiative expands the organizations’ ongoing technology partnership and reflects a broader trend of using artificial intelligence to deepen fan engagement without disrupting the traditions of professional tennis. Powered by Infosys Topaz, the company’s generative and agentic AI platform, the new experiences are designed to transform fans from passive spectators into active participants through real-time insights, personalized content, and interactive digital experiences.
Among the headline features is the debut of the Infosys Match Centre, a centralized digital hub that delivers live scores, schedules, player information, AI-generated commentary, and personalized content tailored to individual fan preferences. New interactive polling features will also allow fans to engage with key moments throughout matches.
At the HSBC Championships, fans attending in person will be able to visit a dedicated Infosys Fan Zone featuring “Rally,” an AI-powered humanoid equipped with advanced audio and computer-vision capabilities. Rally can engage visitors in tennis conversations, provide match insights, and capture photos through a selfie mode. The Fan Zone will also feature VR Tennis, allowing users to create and play in custom virtual tennis stadiums generated through voice prompts and AI technology.
LTA executives say the partnership is intended to enhance fan experiences while supporting the long-term growth of the sport. Infosys, which has established a strong presence across global tennis through partnerships with the ATP Tour, Australian Open, and Roland-Garros, continues to position tennis as a showcase for emerging AI applications in sports.
The rollout arrives as sports organizations increasingly explore AI-powered storytelling, personalization, and immersive experiences as a way to attract younger audiences and increase digital engagement. For tennis, the collaboration offers a glimpse into how technology may reshape the fan journey while preserving the traditions that make the sport unique.
