TennisViz

What TennisViz does

TennisViz is a UK-based tennis data and analytics company, founded in 2017 and headquartered in London with a data collection operation in Leeds. The company operates within the Ellipse sports data group, alongside sister platforms such as CricViz, FootballViz, and RugbyViz, giving it cross-sport infrastructure and shared analytics IP. TennisViz serves three primary customer segments: broadcasters (BBC Sport, Fox Sports, Sky Sports, The Telegraph, Hindustan Times), national tennis bodies and federations (USTA, ATP Media), and professional players and coaches (Andy Murray, Dave Sammel).

The company's core technology stack is built around proprietary AI software that ingests ball and player tracking data and converts it into a catalog of named metrics, including In Attack, Conversion Score, Steal Score, Shot Quality, Movement Quality, Performance Rating, Playing Style, Winning & Losing Plays, Battles, and Serve Effectiveness. These metrics are delivered through three product surfaces: the Media Portal for broadcasters, the Performance Portal for players and coaches, and TennisViz Insights as a packaged metrics catalog. Underlying access to ATP and WTA tracking data is secured through a strategic partnership with Tennis Data Innovations (TDI) signed in August 2022, with a parallel USTA agreement signed in March 2022 anchoring the US market.

TennisViz generates revenue through four streams: SaaS subscriptions for the Media Portal and Performance Portal; professional services across Broadcast, Performance, and Editorial engagements; and Data Collection services for tennis data monetization. Pricing is custom and enterprise-grade with no published tiers, consistent with a high-touch B2B sales motion targeting federations, broadcasters, and elite coaching staff. The company's senior team blends former ATP-level coaching expertise (Tom Corrie), broadcast-product experience (Rob Sheppard), and data science leadership (Imran Khan, Director of Data Science and Head of Engineering), positioning it as a domain-specialized analytics provider in a niche vertical.

Name

TennisViz

Legal name

TennisViz Ltd

Website

https://tennisviz.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

TennisViz is a UK-based tennis data and analytics company that uses proprietary AI to convert ball and player tracking data into named performance metrics, serving broadcasters, national tennis federations (USTA, ATP), and elite players and coaches via SaaS portals and professional services.

Ownership category

akta.pro rank

Product category

Sports Analytics Software

akta.pro primary industry

Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Tennis analytics software
• Sports performance metrics
• Broadcast data solutions
• Player tracking analysis
• AI sports insights

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Performance Portal Subscription: SaaS platform subscription for players, coaches, and analysts providing performance analytics, scouting tools, match analysis, and training insights. Customizable to client needs.
2. Media Portal Subscription: Central hub for broadcasters providing match analytics, AI insights, court graphics, video, and automated social media content. Cost-effective, customisable, and scalable.
3. Broadcast Services: On-site analysts embedded in broadcast teams providing real-time analysis, graphics support, and commentary assistance for broadcasters.
4. Performance Services: Analytical reports tailored for players and coaches for reviewing previous performances or preparing for upcoming matches.
5. Editorial Services: Work with journalists and content creators to identify data-driven stories and provide analytical support for media outlets.
6. Data Collection Services: Specialist team combining automated technology with human QA to capture key tennis statistics in real-time.

Pricing tiers

Distribution channels5 records

Marketing channels6 records

Core offering

TennisViz builds automated AI software that processes ball and player tracking data in real time to calculate shot type, shot quality, situation, phase of play, and tactic for every shot played. The company delivers this through two SaaS platforms — the Performance Portal for players, coaches, and analysts, and the Media Portal for broadcasters and media outlets — supplemented by professional services (Broadcast, Editorial, Performance, and Data Collection) and a curated suite of performance metrics branded TennisViz Insights.

Product overview

TennisViz is a tennis data and analytics company that offers a dual-portfolio architecture comprising two core SaaS platforms (Performance Portal for players/coaches and Media Portal for broadcasters/media) supported by professional services (Broadcast, Editorial, Performance, and Data Collection). The TennisViz Insights collection of AI-generated metrics (In Attack, Conversion Score, Steal Score, Shot Quality, Movement Quality, Performance Rating, Playing Style, Winning & Losing Plays, Battles, Serve Effectiveness) powers both portals and is delivered through broadcast graphics, digital dashboards, and video analysis tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Portal Customizable SaaS analytics platform for players, coaches, and analysts offering match analysis, opponent scouting, video review with frame-by-frame analysis, training optimization tools, and benchmarking against tour averages.
• Media Portal Centralized SaaS hub for broadcasters, media outlets, and digital publishers providing match analytics, AI Insights, court graphics, video highlights, and automated social media content to engage fans and enhance coverage. Includes 24/7 customer support.
• TennisViz Insights A collection of 10+ innovative AI-generated performance metrics (In Attack, Conversion Score, Steal Score, Shot Quality, Movement Quality, Performance Rating, Playing Style, Winning & Losing Plays, Battles, Serve Effectiveness) created by data scientists and tennis experts using AI-processed tracking data. Powers the Performance and Media Portals.
• Broadcast Services On-site analysts embedded in broadcast teams providing real-time analysis, graphics support, and commentary assistance to broadcasters during matches.

Quantifiable outcome

• Average ATP player is in defence for 23% of their shots - TennisViz provides the first objective metric (Steal Score) to measure defensive ability
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature17 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Tennis Data Innovations (TDI)flagshipStrategic or Co-development Partner · 16 August 2022Long-term strategic partnership announced August 16, 2022. TDI is co-owned by ATP and ATP Media, established in 2020 to manage data and streaming assets across ATP Tour and ATP Challenger Tour. TennisViz provides next-generation AI-powered insights leveraging TDI's industry-leading match and tracking data. Joint development of insights including Shot Quality, Playing Style, Momentum Tracker, Performance Tracker, Winning and Losing Plays, and Serve/Return Game Performance. Insights showcased within ATP Masters 1000 tournaments and Nitto ATP Finals broadcasts.
• ATP MediacoreGTM or Marketing Partner · 16 August 2022ATP Media is a co-owner of Tennis Data Innovations. Partnered on pilot program showcasing TennisViz Insights within ATP Masters 1000 tournament broadcasts and Nitto ATP Finals in Turin.
• United States Tennis Association (USTA)coreStrategic or Co-development Partner · 17 March 2022Long-term partnership announced March 17, 2022. TennisViz provides revolutionary AI software that assesses every shot played in a match and original insights showing how matches are won and lost. Works alongside USTA's Player Development and Performance Analysis Department to provide ground-breaking analysis supporting top US tennis players. Previously this analysis would have been collected manually at significant time expense.
• EllipseflagshipOthersTennisViz is part of Ellipse, a leading sports data and analytics company comprising CricViz (cricket), FootballViz, Horse Racing, RugbyViz, and TennisViz. Ellipse provides shared infrastructure and support across sports verticals.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hudl: Leading sports video analysis and performance platform used by teams, coaches and athletes across multiple sports including tennis; competes in the same performance-analysis/SaaS category TennisViz serves and offers overlapping scouting, video review and analytics tooling.
• FootballViz: Football data and analytics brand within the same Ellipse parent group, applying the same dual-portfolio (broadcast + performance) model to soccer; directly comparable structure, technology base and customer profile to TennisViz.
• CricViz: Cricket data and analytics company operating the same playbook (AI insights, broadcast support, data collection) as TennisViz; sits within the same Ellipse parent group and serves identical customer archetypes (BBC Sport, Fox Sports, The Telegraph, The Hundred), making it the closest operational and structural peer.

Broad incumbents

• Genius Sports: Sports data and technology company providing official data feeds, betting content, and broadcast solutions to leagues and media partners; competes for the same sports-data layer TennisViz serves, at much larger scale across multiple sports.
• Catapult Sports: Established athlete tracking and performance-analytics provider for elite teams across multiple sports; overlaps with TennisViz in athlete/team performance data products but focuses primarily on wearable-based monitoring rather than broadcast-grade insights.
• Sportlogiq: AI-powered sports analytics company providing tracking-derived insights and broadcast graphics to leagues and media; comparable technology and customer base to TennisViz though focused on hockey and soccer.
• Second Spectrum: Sports tracking and analytics company using computer vision and AI to deliver insights for professional leagues and broadcasters; directly comparable technology stack to TennisViz though focused on basketball and soccer rather than racquet sports.
• StatsBomb: Advanced sports analytics provider using event and tracking data to deliver insights to clubs, media and betting operators; comparable advanced-analytics positioning to TennisViz though focused on soccer.
• Stats Perform (Opta): Global sports data and AI analytics incumbent providing tracking, Opta data feeds, and broadcast insights across football, basketball and other sports; competes with TennisViz in the broadcaster/rightsholder insight layer at greater scale and broader sport coverage.

Emerging players

• KinaTrax: Specialist optical sports tracking company providing markerless player tracking and biomechanics for professional sports leagues; comparable niche focus on single-sport, high-fidelity tracking analytics similar to TennisViz's tennis specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/TennisViz
• LinkedInlinkedin.com/company/tennisviz

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TennisViz