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Jaguar Wants Tennis Fans To ‘Feel’ Wimbledon Using Wearable Tech

Duncan MacRae is former editor and now a contributor to TechWeekEurope. He previously edited Computer Business Review's print/digital magazines and CBR Online, as well as Arabian Computer News in the UAE.

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The car manufacturer hopes to capture the crowd’s mood at the Wimbledon Championships

Wimbledon Tennis Championships sponsor, Jaguar, has launched a project to monitor the emotions of tennis fans by using sensor technology to capture and analyse their highs and lows during matches.

The multi-sensory #FeelWimbledon campaign will see selected members of the crowd enjoying the tennis this year with biometric wristbands capturing the excitement at SW19, while atmospheric, in-ground sensors monitor the energy around the courts, and global sentiment is analysed on social media.

Unique insight

Atmospheric sensors will collate crowd movement, audio levels and infrared; biometric wristbands will capture heart rate, movement and location around the grounds; and sociometric tracking will the conversation among fans around the world on Facebook, Twitter & Instagram. It is expected that all this data will provide a unique level of insight and present a completely new perspective on Wimbledon.

Andy Murray fansFrom measuring how the crowd energy compares between Centre Court, No.1 Court and The Hill, the excitement building in the ground as the home favourite serves for the Championships, or capturing the tension on court as a key match goes deeper into a fifth set, Jaguar will celebrate these emotional reactions to critical moments throughout the tournament.
Every day during Wimbledon, tennis fans can access live updates of the mood and crowd emotions down at SW19 across Jaguar’s UK social media channels, and by visiting

Former British No.1 Tim Henman, who now sits on the Committee at the All England Lawn Tennis and Croquet Club said: “There’s no other tournament like Wimbledon and the experience gets better each year. The drama, passion and excitement, shared by both players and fans alike, is what makes Wimbledon the number one tennis tournament in the world, and it’s great to see Jaguar celebrating these unique qualities as part of their #FeelWimbledon campaign.”

Laura Schwab, UK marketing director at Jaguar Land Rover, said: “Wimbledon evokes lots of emotions and captures our imaginations in so many different ways, so we’re very excited to celebrate what makes Wimbledon so special through our #FeelWimbledon campaign.”