Stats Perform has been commissioned to undertake a sweeping reform of the WTA’s AI and data capabilities, enhancing professional women’s tennis’ commercial opportunities.
Marked as a ‘landmark agreement for women’s sport’, Stats Perform will take charge of the WTA data feed arrangements, content distribution and AI-driven innovations, to bolster the commercial capacity of WTA syndicated matches and events for broadcast, second screen and betting partnerships.
Securing a six-year agreement, Stats Perform will optimise WTA data collection through its Opta subsidiary, ‘dramatically improving’ the depth of insights and quality offered by existing WTA match APIs.
Moving forward, enhanced Opta WTA feeds will deliver a detailed breakdown of match statistics, tracking every rally, shot and point made by a player.
A key directive will see Opta develop the WTA’s first ‘direct umpire chair data feed’, tracking ultrafast shot statistics to combine for unprecedented levels of fan engagement and betting experiences
WTA President Micky Lawler branded Stats Perform as a critical partner driving significant technology upgrades, as professional women’s tennis moves to expand its commercial network.
“Stats Perform has a history of creating innovative and trusted content and products that drive entertainment levels and new revenue streams for the professional sports ecosystem,“ said Lawler.
“We’re looking forward to discovering new and unique storylines surrounding the WTA Tour and our players and tournaments available in new, exciting and comprehensive ways.”
Stats Perform’s extensive sports content distribution capabilities will improve the availability of official WTA data to make it more accessible for authorised sportsbooks, broadcasters, OTT, media, sponsors, tech and fantasy games, giving fans and bettors fast, detailed and accurate tennis data.
Appointing Stats Perform to lead its data and AI innovations, the WTA highlighted the sports tech proven credentials in optimising female pro sports having worked on key projects across women’s soccer, cricket, rugby, basketball, NFL and MLB.
Carl Mergele, CEO at Stats Perform, added: “The WTA has very ambitious goals for their tournaments and players and we’re proud to be trusted to help them reach new levels of fan and bettor engagement.
“Our company has a long history of challenging how sport is measured, giving players, teams and leagues a competitive edge and broadcasters, media, sportsbooks and sponsors new perspectives. Women’s tennis is now also set to see a rise in the profile of and engagement with the Tour and its players.”
“Our broadcaster, media, and betting networks are already excited because they’ve seen how high- quality information elevates sport’s appeal.”