How sponsorship is helping Infosys win the AI race
When an industry experiences significant innovation, fierce competition emerges as companies vie to become the dominant player. In such scenarios, sponsorship consistently is a go-to strategy for delivering brand propositions rapidly and at scale. This has been evident in the beverage sector with the rise of non-alcoholic brands, and it's now equally true for the technology industry as they race to become the leading provider of AI solutions.
A prime example is Infosys’ sponsorship of Tennis Australia, which has evolved over seven years into a showcase for cutting-edge AI applications. At the Australian Open 2025, Infosys unveiled a suite of AI-driven innovations that elevate the fan experience and underline its leadership in generative AI technologies.
Infosys’ AI-driven innovations
- Beyond Tennis: Infosys introduced the world’s first generative AI-powered tennis league. This groundbreaking digital experience allows fans to interact with virtual players, train teams, and compete in AI-driven tournaments. By engaging younger audiences in a safe, interactive environment, Infosys positions itself as a leader in responsible AI.
- AI Commentary: Infosys’ advanced language models generate real-time match commentary, delivering bite-sized insights to fans across digital platforms.
- VR AI Stadium: Fans can create and play on virtual tennis courts using generative AI speech-to-image technology, offering a glimpse into the limitless possibilities of AI-driven fan engagement.
Andrew Groth, Executive Vice President - Asia Pacific, Infosys, said,
"Each year at the Australian Open, we have pushed the boundaries of technology to fuel fan engagement and player performance. Infosys is proud to bring the latest generative AI innovations to court, from the fan-driven Beyond Tennis league to AI-amplified VR experiences, leveraging our industry leading AI-suite of offerings Infosys Topaz. Through this collaboration with Tennis Australia, we are enabling truly innovative platforms for fans, players, coaches, and media to engage with the sport."
Infosys' AI sponsorship strategy
Just as alcohol brands have used sponsorship to introduce and normalise their 0.0% products, Infosys is leveraging sponsorship as a strategic tool to build credibility and awareness for their AI offerings. By showcasing their innovations through high-profile partnerships, they aim to establish trust, create brand preference, and position themselves as a leader in a fast-paced competitive market
The question now isn’t whether brands will invest in AI-driven sponsorships but how many will follow suit. While most big tech companies have focused their efforts on targeted industry events, Infosys stands out by using sponsorship to showcase its AI capabilities to the broader public. In the race to dominate the AI landscape, sponsors that can effectively demonstrate the real-world impact of their AI technologies to the widest possible audience will gain a critical advantage. Sponsorship offers a uniquely powerful platform to achieve this, combining scale, visibility, and engagement in one strategic move.
