NTT DATA to Bring Most Engaging Viewing Experience at BMW International Open 2024 | NTT DATA

Thu, 20 June 2024

NTT DATA Enhances Fan Experience at BMW International Open 2024 with Innovative Data Wall and Interactive Activations

As the official Technology and Innovation Partner for Germany's premier golf tournament, NTT DATA is set to launch a major update to fan favourite, the NTT DATA Wall, at this year's BMW International Open, providing fans with the best viewing experience to date.

June 20, 2024 – NTT DATA is proud to announce the renewal of its sponsorship of the BMW International Open, continuing its role as the official Technology and Innovation Partner for Germany's most prestigious golf tournament. This year, NTT DATA introduces the enhanced NTT DATA Wall, designed to provide real-time insights and immersive experiences for fans onsite and globally by analysing millions of data points. NTT DATA will be leveraging its GenAI capabilities at the event, with an entertaining AI driven photo booth in the spectator village; allowing fans to create memorable phots with their favourite players.

As a long-standing partner of BMW, NTT DATA’s collaboration with the premium automobile group reflects how, when two innovative organisations come together, complex challenges can be solved - both on and off the golf course. Throughout the four-year relationship with the BMW International Open, NTT DATA has brought innovative data insights, analytics, and cutting-edge sports technology to build a more immersive way for fans to engage. This includes its data experience, which can be interacted with via the BMW Golfsport digital platform, creating a unique digital fan experience.

This year, NTT DATA will bring its most engaging viewing experience to date with the evolution of the NTT DATA Wall in the spectator village. The 20-meter-wide LED installation in the heart of the fan village offers a clear view of what's happening across the tournament in real-time, delivering live broadcasts from all around the course. Fans can enjoy compelling statistics, insightful data visualisations, and a dynamic leaderboard that showcases player performance comparisons, the day's top hitters, fairway statistics, and putting efficiency.

For the first time this year, the fan favourite will feature advanced 3D photorealistic graphics alongside live broadcasts for a more visually engaging showcase of the action as it unfolds. These enhanced graphics have been created through a detailed digital twin of the Eichenried golf course. The NTT DATA team takes this accuracy seriously, even going to the extent of digitally removing trees lost in the storms of 2023.

The data experience instantly processes data from more than 32,000 player shots throughout the tournament, ensuring fans are at the heart of the action. With real-time updates and precise course mapping, it provides tailored results and AI-driven analysis to keep fans engaged and informed. This enhanced system leverages a digital twin of the course to enhance accuracy and deliver a truly immersive experience.

In addition to the NTT DATA Wall, fans onsite can visit the NTT DATA AI-powered photo booth activation in the spectator village. This fun and interactive feature allows fans to create personalised photos with digital images of their favourite players, holding the trophy, or taking a shot on the 18th hole, adding a unique and memorable element to their tournament experience.

Stefan Hansen, CEO at NTT DATA DACH, commented: "Technology plays a crucial role in enhancing fan experiences and driving innovation in sports. Our continued partnership with BMW allows us to showcase the potential of our innovation, not only in sports but across multiple industries, enhancing efficiency and decision-making. For example, the NTT DATA Wall showcases how we bring data insights to life through enjoyable user experiences.

“We look forward to once again bring cutting-edge technology and data to life at the BMW International Open, 2024."

Christian Ach, Head of BMW Germany and Tournament President added: "NTT DATA has been a valued partner at the BMW International Open for the past four years and, more broadly, plays an integral role as one of our largest infrastructure service providers. Consistently enhancing the fan experience at the BMW International Open has been one of our main goals over the past 35 years. NTT DATA has contributed greatly in making our tournament more engaging and interactive by introducing innovative technologies. It's great to see the enhanced NTT DATA Wall and new photo booth activation, which will undoubtedly elevate the fan experience at this year's tournament."

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