Tennis Australia Teams Partners with MKTG and Dentsu Sports Analytics to Elevate Global Fan Engagement
Tennis fans around the world are about to experience a more connected and personalized journey, thanks to Tennis Australia’s latest strategic partnership. The governing body has joined forces with global marketing agency MKTG and Dentsu Sports Analytics (DSA) to gain deeper insights into its international fan base and further strengthen the global appeal of its tournaments.
This multi-year collaboration positions MKTG and DSA as Tennis Australia’s official global research and insights partners, covering all major events, from the iconic Australian Open to warm-up tournaments like the United Cup, Adelaide Open, Brisbane Open, and Hobart Open. The partnership also extends to grassroots initiatives, including Hot Shots Tennis, Cardio Tennis, Padel, Pop Tennis, and Pickleball. By combining marketing expertise with advanced analytics, the collaboration aims to understand regional fan preferences and demographics, allowing Tennis Australia to craft engagement strategies that resonate worldwide.
Martin Ansell, head of strategy and insights at MKTG, emphasized the transformative potential of the partnership. “We are excited to support Tennis Australia by leveraging DSA’s research innovation. Our goal is to help them understand the cultural impact of their brands, expand their player base, and uncover new opportunities to grow audiences globally,” he said. The program will utilize DSA’s Cultural Relevance Framework to pinpoint growth opportunities in key and emerging markets, helping Tennis Australia align its initiatives with evolving fan expectations.
Cedric Cornelis, Tennis Australia’s chief commercial officer, highlighted how this partnership will enable actionable strategies. “The combination of DSA’s advanced fan segmentation, Cultural Relevance Framework, and integration with Dentsu’s global insights network empowers us to better understand our audiences and the cultural influence of our brands. It provides a clear path toward our 2030 vision of global growth and deeper fan engagement.”
Launched in 2023, DSA brings together research, data, and analytics from multiple Dentsu-owned agencies, including MKTG Sports + Entertainment, Sponsorship Research (Sri), and Merkle. Led by former Nielsen CEO Glenn Lovett, the division has quickly established itself as a leader in sports analytics, helping organizations transform data into insights that directly inform strategy and execution.
This collaboration comes shortly after Tennis Australia partnered with Infront Bettor, the betting division of the international sports marketing agency, which will provide licensed sportsbooks with live content and data streaming for all TA-organized competitions. This transition from Sportradar ensures fans, players, and partners have access to reliable, real-time data across every tournament, from qualifying rounds to main events.
Together, these partnerships reflect Tennis Australia’s commitment to modernizing fan experiences, enhancing engagement, and strengthening its global footprint. By leveraging cutting-edge analytics, cultural insights, and seamless data integration, the organization is not only understanding its audience better but also creating opportunities for sponsors, partners, and fans to connect with the sport in meaningful ways.
As Tennis Australia continues its journey toward global growth, this partnership is a testament to the power of blending sports, technology, and human insight to create experiences that are not only data-driven but also deeply engaging and culturally relevant. Fans worldwide can look forward to a future where their love for tennis is met with innovation, personalization, and accessibility like never before.Disclaimer: This article is based on publicly available information and official press releases. Forward-looking statements may involve risks and uncertainties, and actual outcomes may differ materially from those expressed or implied.
