MKTG and dentsu Sports Analytics enter partnership with Tennis Australia
MKTG and dentsu Sports Analytics have signed a multi-year global research and insights partnership with Tennis Australia “to elevate tennis engagement in Australia and worldwide”.
The announcement:
MKTG and dentsu Sports Analytics (DSA), both divisions of dentsu Sports International, today announced a multi-year global research and insights partnership with Tennis Australia (TA), marking the next chapter in a relationship built on a shared ambition to elevate tennis engagement in Australia and worldwide.
The solution will be delivered by dentsu Sports Analytics, which combines MKTG’s sports strategy and insights specialism with the in-house custom research capabilities of dentsu Intelligence.
The scope includes iconic events like the Australian Open, United Cup, and lead-in tournaments across Adelaide, Brisbane, and Hobart. It also extends across TA’s growing participation portfolio, including Hot Shots Tennis, Cardio Tennis, Padel, Pop Tennis, and Pickleball, which further demonstrates TA’s commitment to grassroots innovation.
Further, DSA will help evolve TA’s global audience strategy through multi-market fan and participation segmentation, driving more personalised, data-informed engagement to help fuel the next stage of growth for Tennis Australia’s fans and players. The solution will also allow TA to access fan insights through dentsu Sports Analytics’ global insights platform Decoding 360 and access to their award-winning sports fan transaction data, in partnership with Fonto.
Together, these solutions will help TA enrich its understanding of fans around the world to open up new opportunities for growth in emerging markets.
Martin Ansell, head of strategy and insights at MKTG, said: “Tennis Australia is well known as one of the world’s leading forward-thinking and innovative rights holders who value the importance of having the best data and insight to stay ahead. We are excited to support TA by bringing the best of DSA’s research innovation to the fore and are laser-focused to help them understand the cultural impact of their brands, how to grow their already-strong player base, and to uncover the key opportunities to grow audience segments around the world.”
Jarrad Provis, general manager of integrated marketing at MKTG, said:
“This collaboration marks a significant milestone for dentsu Sports Analytics and sets the stage for the future of specialist sport and entertainment research around the world. Innovation to drive meaningful impact sits at our core, fueling growth and generating positive outcomes for our clients, the industry, and society. We look forward to supporting Tennis Australia in its journey to innovate and grow both the sport and its brand value in Australia and worldwide.”Cedric Cornelis, chief commercial officer, Tennis Australia, said:
“We’re excited to partner with MKTG and dentsu Sports Analytics to transform how we leverage research and insights, ensuring tennis in Australia continues to hit different now and into the future. The agency’s Cultural Relevance Framework, advanced fan segmentation, and seamless integration with dentsu’s global insights network will empower us to better understand our global audiences and the cultural influence of our brands. What truly stood out was the ability to turn actionable insights directly into strategy, propelling us toward our 2030 vision.”The collaboration builds on DSA’s momentum in sport, with research programs already running across Formula 1, NFL, UEFA, and beyond, reinforcing its commitment to innovating the sports research and insights landscape to drive brand growth, commercial impact, and fan engagement globally.
Source: MKTG
