Global tech giant Microsoft has announced the multi-year renewal of its partnership with women’s tennis’ annual Billie Jean King (BJK) Cup competition and will continue to serve as the competition’s global technology and innovation partner.
Microsoft has partnered with the BJK Cup since its name was changed from the Fed Cup to its current moniker in 2020, and will continue to do so through 2026.
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Teams competing in the BJK Cup will continue to have access to on-court player and team data provided by Microsoft to aid their performances, with Microsoft tablets provided courtside (as well as in locker rooms, off-court, and at team hotels) so they can benefit from real-time analysis.
The two partners will now further collaborate to enhance the solution, enhancing the accuracy of data provided to athletes and coaches, and utilizing artificial intelligence to generate new insights for competitors and fans by exploring ways to help in-venue and at-home viewers access it.
Speaking on the renewed partnership David Haggerty, president of the International Tennis Federation (organizer of the BJK Cup), has stated: “Microsoft has been an integral part of the success of the first three editions of the Billie Jean King Cup Finals […] The feedback from players and captains has been extremely positive, and we look forward to further innovations from the Microsoft team over the next three years.”
Ilana Kloss, chair of Billie Jean King Cup Ltd added: “Microsoft was one of the first partners to join the event when it was rebranded as the Billie Jean King Cup in 2020 and we are delighted to renew our successful partnership for another three years. As the world’s most popular women’s annual team event with 138 nations entered in 2024, our focus is on providing our global community of women’s tennis players, fans, and advocates with a unique and innovative experience.”
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By GlobalDataMicrosoft joins a number of other top sponsors for the BJK that include the event’s title sponsor, the insurance agency Gainbridge, official betting and gaming partner Stake, and global partners Magellan and Tory Burch.
