Why sport proves that disruption and tradition can co-exist.

Sam Seddon


The All England Lawn Tennis Club, better know as Wimbledon, is over 150 years old. It has lived through tumultuous world events, multi era defining technology shifts and still come out stronger. But how?

In this lecture learn about the history of The Championships and how Wimbledon use AI, data and cloud technologies to turn a 150 year old tennis club into a data driven media business in order to stay ahead of the competition.


Photo of Sam Seddon

Sam is the IBM Sports and Entertainment Partnership lead for the UK. This covers IBM's partnerships with Wimbledon and England Rugby. His role covers the identifying and constructing partnership agreements through to the the technicaldelivery and showcase of IBM's industry leading technology.

At Wimbledon Sam has responsibility for managing the client relationship for all the services that IBM provides to The Championships. This includes a team of 180 at peak during the fortnight from capturing data from the courtside, to media services, securitysystems and all digital platforms. He also oversees all marketing activation including the strategy and execution of the advertising campaign thought to performance / events marketing, internal and external communications and on-site hospitality experience.

Sam has won numerous industry awards including Cannes Lion Silver, Campaign Magazine Digital Innovation of the Year and has been recognised by Information Age as one of the top data leaders and influencers in the UK.

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