Infront Bettor, the betting division of the international sports marketing agency, has expanded its tennis portfolio after securing a new partnership with governing body Tennis Australia (TA), organizer of the Australian Open grand slam tournament.
Under the agreement, Infront Bettor becomes the data and video streaming partner for TA, succeeding sports technology company Sportradar, which has held the designation since 2023.
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It will provide licensed sportsbooks with access to live content and data for streaming and data distribution covering all TA-organized competitions, including the body’s flagship Australian Open (qualifying and main tournament), as well as warm-up competitions, the United Cup, Brisbane International, Hobart International, and Adelaide International.
Tennis Australia’s chief commercial officer Cedric Cornelis said: “Partnering with Infront Bettor ensures we can deliver the highest standard of content to audiences globally, while maintaining a strong commitment to integrity and innovation.
“Their platform and experience in the sport will help us identify, reach, and delight new markets.”
As part of the partnership, Infront Bettor said it will collaborate closely with Tennis Australia’s Game Insights Group, which will explore opportunities in data innovation and commercial data strategy.
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By GlobalDataIt will also work closely with TA’s Integrity Unit using monitoring tools, risk assessments, and global market analysis to ensure the integrity of all covered matches.
The new agreement adds to Infront Bettor’s tennis portfolio, which includes a five-year official data partnership with the International Tennis Federation governing body that starts next year.
That deal will see Infront Bettor replace rival Sportradar as the governing body’s new distributor of global data and betting streaming rights to the men’s Davis Cup and women’s Billie Jean King Cup national teams tournaments.
Chris Catling, head of Infront Bettor, added: “This is a landmark addition to our tennis offering and a major step in strengthening our global footprint in the sport. The Australian Open sits at the very top of the calendar and complements our existing partnership with the ITF by extending our reach across both elite and grassroots levels.
“We’re proud to be trusted by Tennis Australia and look forward to delivering value through reliable content, integrity-led operations, and a truly global distribution network.”
Elsewhere in tennis, sportswear giant Adidas has become an official partner for the 2025 Billie Jean King Cup (BJKC) finals, taking place in Shenzen, China, from tomorrow.
The deal will see Adidas provide branded apparel for ball kids, match officials, and event staff throughout the tournament, running from September 16 to 21.
The 2025 edition marks the first of three BJKC finals that will be held in Shenzhen as part of a deal between the ITF and the Chinese Tennis Association running from 2025 to 2027. The teams participating in this year’s tournament include China, Italy, Great Britain, Japan, Kazakhstan, Spain, Ukraine, and the US, competing for the title.
Adria Siu, managing director at Adidas in Greater China, said: “In recent years, tennis has been a rapid growing sport in China with a new generation of talented young players emerging and public participation and enthusiasm continuing to rise.
“As the official clothing partner of the Billie Jean King Cup Finals and an official partner of the Chinese Tennis Association (CTA), adidas will work closely with the tournament and CTA to support the development of tennis in China.”
The new deal comes shortly after the BJKC secured luxury watch brand Rolex as a major commercial partner for this year’s finals. The competition also renewed a tie-up with global investment management firm Franklin Templeton and secured international feminine hygiene brand, Libresse, as a new partner.
