A longstanding relationship
NTT DATA has a close partnership with the R&A which began in 2013, when we became the official patron and IT provider to the world’s oldest golf tournament. Throughout the years, we have delivered cutting-edge technology to elevate the fan experience. From the creation of the NTT DATA Wall in 2014, to the analysis of billions of data points to bring fans real-time insights into the current play, we have always been committed to using the latest technology to enhance The Open for fans, whether they are on the course, at home, or on the go.
We are now in our 10th year as the official patron and IT provider to The Open and are excited to once again be bringing ground-breaking innovation. Not only will we be launching new technologies to The Open this year, but we are also pleased to announce our inaugural sponsorship of the AIG Women’s Open, the most international major in women’s golf and one of the premier Championships in the game.
The 150th Open
This year, the home of golf will host The 150th Open at the Old Course, St Andrews. In what is sure to be a historic Open with record crowds, the world’s greatest players will descend on Fife to try and capture the Claret Jug.
The launch of Digital Twin
In celebration of the momentous occasion of The 150th Open, NTT DATA will be launching its Digital Twin technology, which is set to transform how fans experience The Open. This technology will create a virtual, interactive model of the course, enabling a full data experience: every shot, player, hole, and round will be captured in real-time for a new way to engage with the Championship.
The AIG Women’s OpenNTT DATA’s sponsorship of the AIG Women’s Open is the latest extension of the relationship between us and The R&A. This sponsorship represents our commitment to diversity, equity and inclusion (DE&I), which is important to NTT DATA, its clients and employees, and is aligned with The R&A’s ambition to transform the sport of golf for women and girls.
This year marks a decade that NTT DATA has been a patron to The Open, and throughout that time, we have proved to be an essential partner to The R&A. As golf’s oldest tournament celebrates the occasion of 150 years in 2022, we’re pleased to be delivering innovative and transformative technologies to not only improve the fan experience but to also support wider important initiatives.
As we renew our esteemed partnership and build on the work we have achieved together, we’re thrilled to also support the AIG Women’s Open. NTT DATA is proud of the DE&I initiatives it executes across the world, and we believe this sponsorship further demonstrates our investment in equality and meaningful change, not just within the business world but in the sporting arena and more broadly too.
2013NTT DATA becomes an Official Patron and IT Provider for The Open.
2014The NTT DATA Wall is launched. The Wall provides an unprecedented immersive experience, providing fans with data from driving distances and accuracy to hole difficulty, available to fans at the event, watching at home or catching up on the go.
2015Introduction of the NTT DATA ‘mini-wall’, mirroring the data experience of The NTT DATA Wall at a secondary location at St Andrews for fans to enjoy. Fans are given the option to ‘tweet’ The Wall, requesting data on specific players.
2016For the first time, the NTT DATA Wall is available to see on NTT DATA’s corporate website, showcasing real-time features such ‘Hotspots’, for NTT DATA’s clients unable to attend the event.
2017Within the NTT DATA hospitality suite, the real-time tournament displayed on NTT DATA’s Wall is visualised (via HoloLens overlaid onto a 3-D golf course map) to NTT DATA guests using Augmented Reality (AR) technology.
2018The NTT DATA Wall evolves further, featuring 3D visuals synchronised with the live TV broadcast, displayed on a giant LED wall with instant scoring updates. Unprecedented hole-by-hole data analysis brings the data behind the sport to life in a unique way.
2019NTT DATA introduces video AI to The Open for the first time. The technology analyses the response of fans in the spectator village, using this data to create instant highlights of the most emotional moments of the event. Video clips of the AI ‘emotional recognition’ technology results are presented to guests in the hospitality suite using Kirari technology. Guests are also given demonstration of NTT DATA’s AI ‘video clipping’ technology, demonstrating how AI can automatically recognise and segment video clips of specific players, shots and holes.
2020The Open for the Ages is launched. With an in-person event not possible, due to the pandemic, NTT DATA worked with The R&A to put on a unique virtual event, pitting golfing greats from the past 50 years against one another.
2021With crowd safety still a concern, a personalised “My Newsfeed” service was launched, meaning that whether fans were fortunate enough to get a ticket to Royal St George’s or were tuning in remotely, they could follow the action on their mobile phone or computer. The newsfeed section of the The Open’s site featured scores and updates on players alongside statistical insight from the 8 billion data points processed by NTT DATA through the tournament.
2022Launch of NTT DATA Digital Twin Technology at The 150th Open. As a first for golf fans, the launch of Digital Twin is set to transform the fan experience at golf’s major tournament.
Powering the future of an immersive golf experience: the launch of Digital Twin technology and ShotView
NTT DATA incorporates digital twin technology to revolutionise the fan experience at The 150th Open
A partnership for the ages: How NTT DATA is supporting The R&A on its future missions