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Padel Indoor Ontinyent, a padel club in the Valencia region, gives its team a WhatsApp assistant. It answers routine questions with the club's own data at any hour and sends personalised offers for empty off-peak slots to players who opted in. The booking arrives ready and the club just logs it, so the team spends less time on messages and more on the players at the club.
ClubPKL, a 7-court pickleball club in Montreal, gives its team three AI agents that work in the background. They sort incoming emails, draft replies, send SMS follow-ups and create tasks for staff, and they found that league players were worth five times more than open-play players. The team keeps the conversations that need a person and gets about 3 hours a day back.
The Courses at Watters Creek, a daily-fee golf facility in Plano, Texas, extends its tee-time confirmations to the whole week with automated messages, refills cancelled slots from a waitlist and adds an AI pro shop assistant that answers golfers overnight. The pro shop team keeps the personal touch and no longer depends on one person's weekly calls to keep the tee sheet full.
At Roland-Garros 2025, the FFT and Infosys gave fans AI Commentary: point-by-point or game-level narration of each match, from a neutral view or from the side of the fan's favourite player. Multiple AI agents work from real-time match data, so fans get a personal way to follow the matches they can't watch, alongside the tournament's own coverage.
At the 2025 Australian Open, Tennis Australia's content team used WSC Sports to analyse every match and generate highlights and short videos automatically. WSC's sports language model then wrote and voiced commentary for the clips in Mandarin and Spanish, the first time Tennis Australia published localised highlights, so the team could reach fans abroad in their own language.
Playtomic, the padel and tennis booking app used by 5,200+ clubs, gives its care team a Zendesk AI agent. The agent handles routine refund requests and player questions in nine languages, 24/7, and passes complex technical or payment issues to the team with the full context, so people spend their time on the cases that need them.
The WTA and World Tennis (ITF) run Signify's Threat Matrix, an AI-led service with human analysts, over every player's public social accounts. In 2025 it analysed more than 1.2 million posts and comments, verified over 12,000 as abusive and got 66% of the serious abuse removed.
Since 2025, Wimbledon has run Hawk-Eye's AI line calling on every court. Around 80 line officials took on a new role as match assistants, supporting the chair umpire.
ATP and Infosys put AI-first features (rally analysis, 3D visuals, stroke summaries) into the ATP Stats Centre. ATP and Infosys say traffic on the stats section rose 50% year on year. Figure reported by ATP and Infosys in March 2024, not independently audited.
Wilson launched a Sierra AI agent in weeks to answer order tracking, promotions, returns and warranty questions, instead of a 24-hour email wait.
With Parloa, Genesys and Future of Voice, Decathlon Germany runs AI agents on phone, chat and messenger that identify the order and route each customer to the right agent.
TrueHorizon built a voice receptionist (Claude, ElevenLabs, n8n, RAG) that takes bookings and questions and hands complex calls to staff. Missed calls went from ~60% to zero.
Booking screens too complex, slow slot search. <1 min to find a slot, down from several minutes.
Flooded by WhatsApp messages, manual bookings, payment chasing. 83% of conversations fully handled by AI over 5 months, with 2,500+ automated bookings, 400+ cancellations, 200+ payment links and 70,000+ messages.
Lapsed players, empty courts. £5,368 back from the first win-back campaign, on £98 of WhatsApp spend.
Non-stop personalised coverage. 254 singles matches covered.
Unequal access to performance analytics. ~2,000 players across the Tour and Challenger, plus all ATP coach members.
17 real casesSources: web, press, LinkedIn