OTT & Digital

Tennis Australia eyeing OTT advantage with Grabyo matchup

Governing body seeks streaming boost firm ahead of Australian Open.

by Steven Impey

Tennis Australia eyeing OTT advantage with Grabyo matchup

Tennis Australia has partnered with cloud-based video platform Grabyo to help serve increased demand for its livestreaming and video-on-demand (VOD) content.

The UK-based company will use expertise in real-time video creation and highlights packaging to support the governing body, which is keen to streamline its digital presence in key markets.

The deal comes ahead of the Australian Open, the tennis calendar’s first of four Grand Slams, which returns to Melbourne next week. Reaching more than 900 million homes last year across more than 220 territories, the tournament remains one of the sport’s premium events.

In a bid to build on both its international and domestic position, Grabyo will help develop Tennis Australia’s digital and social strategy for content distribution via the body’s over-the-top (OTT) platforms.

“In 2019 we want to connect to fans all over the world faster and in a more personal way than ever before,” said Xavier Muhlebach, Tennis Australia’s supervising producer.

“Our global audience is incredibly engaged and hungry for great content, so by working with Grabyo we have created a content strategy that uniquely targets every possible market.”

Tennis Australia will also use the Grabyo Producer platform to create shoulder content from its one-hour daily shows, which are available to livestream. Reducing the time and resources to produce real-time highlights is considered to be highly valuable to the evolution of Tennis Australia’s mobile, social and OTT platforms.

Elliot Renton, Grabyo’s senior director and Asia Pacific (APAC) lead, says the team is well-positioned to drive audience growth.

“We have seen really strong engagement from tennis fans across the Grabyo platform and look forward to ensuring Tennis Australia connects with its global fan base more broadly than ever before,” he added.