Case Study: WTA achieves smarter decision-making with SAP BTP and SAP Analytics Cloud

Leveraging AI and a smart data strategy for impactful decision-making

WTA, the Women’s Tennis Association, needed to modernize its data strategy after more than 50 years of league information was scattered across 27+ siloed databases. The organization wanted a better way to consolidate match, player, and fan data to improve decision-making and support AI-driven insights for players, coaches, fans, media, and tour operations, using SAP solutions such as SAP BTP and SAP Analytics Cloud.

SAP implemented a cloud-based data hub on SAP Business Technology Platform to integrate and harmonize WTA’s data into one central source, while SAP Analytics Cloud delivered accessible dashboards and player analytics. As a result, WTA can analyze more than 5,000 matches per year, identify data correlations faster, gain real-time insights, and streamline operations—helping improve player performance, fan experience, and overall tour management.

WTA

Matt Cenedella

Chief Operating Officer