Tennis Australia, Djokovic back tech firm

Tennis Australia and men’s world Number One Novak Djokovic have signed on as the latest major strategic partners of technology company Universal Tennis.

Tennis Australia’s partnership will focus on facilitating level-based play across the sport using the company’s Universal Tennis Rating (UTR) global rating system. UTR provides a single, unifying language and standard for tennis players across ages, geography, gender and economics.

It’s an algorithm-based system for tennis that allows anyone to identify, measure, track and develop the level of a player. The UTR system is powered by over seven million match results, across 700,000 players in over 200 countries.

Under the partnership, Tennis Australia is recognising UTR, which is powered by US technology company Oracle, as an official global tennis rating of Tennis Australia.

Craig Tiley, Tennis Australia chief executive and Australian Open tournament director, said: “We believe that Universal Tennis can help support the sport by opening up opportunities for the everyday player and bringing a new level of innovation to the game.  We’re looking forward to collaborating and identifying new opportunities to grow engagement in the game.”

Meanwhile, 14-time grand slam champion and current ATP Player’s Council president Djokovic, has both invested in, and formed a strategic partnership with Universal Tennis.

The Serbian star will seek to support and enhance the company’s mission to make tennis more affordable, accessible and fun for players at all levels around the world. Together, the partners will work on several core initiatives.

These include expanding the worldwide adoption of UTR; supporting new events and enhancing existing opportunities in professional tennis to ensure the sport retains economically viable pathways for professional players; collaborating to support philanthropic endeavours; and developing initiatives to improve the game for players, organisers and those involved in the business of tennis.

Djokovic said: “Universal Tennis has a compelling plan, the capabilities and resources, and the innovative products and ideas to improve the tennis ecosystem. I am excited to work with the company and their world-class partners to provide solutions that will positively impact tennis.

“I encourage all nations, the ITF (International Tennis Federation) and the governing bodies to join our collaborative effort to bring about long lasting positive change benefiting everyone in tennis.”