NTT DATA x ATP Finals
Discover what becomes possible when elite human performance meets AI.
There's more to every point than meets the eye
At the highest level of tennis, extraordinary performance is about more than power and precision. Every point demands focus, instinct and judgment - reading what is happening, recognizing patterns, adapting under pressure and deciding what comes next.
That's what makes tennis a natural stage for NTT DATA's human + AI story. As Official AI Consulting Partner of the ATP Finals, we're exploring how AI can reveal new dimensions of human performance while demonstrating how the same principles can create value far beyond the court.
See what human potential and AI can reveal together
01 - The On-Court Experience
See it. Explore the relationship between observable behavior on court and the less-visible dimensions of cognitive performance.
An on-court experience combining cognitive and physical monitoring with AI-powered Computer Vision to reveal previously invisible dimensions of player performance. Presented by the Italian Tennis and Padel Federation (FITP) at the Fan Village court, the experience aims to provide new insights into how performance evolves under different match conditions.
02 - The Mental Economy Gym
Experience it. Take part in interactive challenges that make normally invisible aspects of cognitive performance tangible.
The Mental Economy Gym is an interactive cognitive-performance experience powered by Formula Medicine. Visitors take part in digital challenges while lightweight devices capture selected cognitive indicators, such as concentration and mental workload, allowing participants to explore their own cognitive responses.
03 - NTT DATA Tech Corner
Discover it. Explore how AI and advanced technology can address challenges far beyond the court.
The NTT DATA Tech Corner broadens the perspective from human performance to the potential of AI in the real world. Alongside the Mental Economy Gym, visitors can experience different dimensions of AI and advanced technology firsthand, with applications spanning Computer Vision, Physical AI and advanced AI infrastructure. From monitoring, safety and construction to humanoid robotics, the experiences show how AI can help people understand complex environments and address real-world challenges.
Where sport meets innovation
Across tennis, motorsport and football, NTT DATA works with leading sports organizations to create richer experiences, reveal new insights and apply AI in environments where every moment matters.
Arsenal
NTT DATA partnered with Arsenal to build a modernized digital platform that creates a frictionless, supporter-first experience across retail, ticketing, media and matchday.
NTT INDYCAR SERIES
NTT DATA powers intelligent venues, fan engagement and smarter race operations across the NTT INDYCAR SERIES, applying data and AI in an environment where every moment matters.
ATP Finals
As Official AI Consulting Partner, NTT DATA brings human expertise and AI together to explore new dimensions of performance at the ATP Finals.
Partnership
Case Studies
The NTT INDYCAR SERIES� sought digital transformation to drive more growth with guidance and a Smart Sports technology roadmap from NTT.
To enhance their end-to-end supporter experience, Arsenal partnered with NTT DATA to deliver seamless engagement from ticketing to matchday journeys in a new app.
Turn intelligence into advantage beyond the court
Explore how NTT DATA can bring human expertise and AI together to address your organization's most complex challenges.