ITF

Our digital vision is to create the biggest, most thriving and passionate online tennis community in the world. We believe this will be a catalyst for growth, because the more people we connect with, the more people will join the tennis community, and the more we can grow the sport and reinvest into the game. We have two key objec ves that underpin our strategy: to grow and sustain player par cipa on, and to grow the fan community. We are working on several ini a ves that will help us achieve these objec ves through developing rich, immersive digital experiences tailored to the needs of our diverse audiences, informed by data that tells us who our audiences are, how they behave and what they would like from us. Growing player par cipa on In our drive to increase global player par cipa on through digital, we are focusing on the recrea onal player popula on and the ITF World Tennis Number (WTN) is a key tool that will help us reach and engage them. As well as providing a universal measure of tennis players' skill level and ability (see page 38), the WTN helps us build and support a vast 10 months of its launch last March. We have refined our email offering to fans, targe ng newsle ers and event updates to make them more relevant and meaningful. This has driven be er click-through rates and ensures engagement remains high. All these ini a ves build the ITF's fan base and deliver richer audience data to help us grow the online tennis community. We con nued our work to cleanse our database in 2024 so that we can improve audience segmenta on and offer personalised and relevant communica ons to fans and players alike. Enhanced data streaming In 2024 the ITF worked on a major technology project in prepara on for our new data partnership with Infront going live in 2025. This new partnership sees a record 25,000 matches from Davis Cup, Billie Jean King Cup and the ITF World Tennis Tour being streamed this year. We significantly enhanced how we collect live data from our events and the scale of that collec on, crea ng a new live streaming pla orm and a new live score data hub. We built new mobile apps for the ITF World Tennis Tour as well as the World Cup of Tennis, and new live score centres for our websites so that we can bring the excitement of these streamed matches to life. Be er tournament management We con nued to redevelop Baseline, our bespoke system which manages all the ITF's tennis data and tournament opera ons, providing further efficiencies for the benefit of the ITF and our member na ons, and easier ways for na ons to access ITF data. Milestones included the roll- out of a new online tournament management system, and the launch of automated and centralised wheelchair tournament entries, taking the en re process online for the first me and reducing the administra ve burden on Na onal Associa ons and tournament directors. online global community of players of all ages and levels, and enables interac ons and connec on among them. In 2024 we con nued to expand the WTN around the world. Over 70 of our Na onal and affiliated Regional Associa ons are ac vely using the WTN, with weekly ra ngs being generated for more than 2.1 million players. In total, 174 na ons are now signed up to start the journey. We are receiving great feedback from na ons and regions about how the WTN is unlocking wider player opportuni es. The ITF is working on crea ng an excellent digital experience of WTN across web, mobile and social media, so that we can offer real value to recrea onal players and maximise WTN's huge poten al. Engaging more fans We developed a new World Cup of Tennis app in 2024 which means that fans can now follow Davis Cup and Billie Jean King Cup in one place. Combining these events into one app will lead to deeper fan engagement and more opportuni es for cross- promo on between the two compe ons. Exci ng new features coming later in 2025 will get fans even closer to the ac on. Video content is important for increasing engagement, and we focused on providing more video highlights across all our digital channels in 2024 by using genera ve AI tools to create mely clips at scale. In 2024, video views on ITF social media topped 300 million, a 33% increase on the previous year. We also con nue to use social media to forge greater emo onal connec ons and engagement with fans and help us reach more people through different content formats. In 2024 we expanded our presence on TikTok with a fresh strategy to help us gain a new, Gen Z audience. Our Billie Jean King Cup TikTok channel achieved 6 million impressions within 49

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