00:00Sports sponsorships are potentially as old as the passion for sports itself.
00:11Tennis is truly a sport that Enforces has embraced quite holistically.
00:17We started this journey exactly 10 years ago.
00:21Actually this is the year when we complete 10 years of a partnership with tennis.
00:24And the reason we are very very proud of the partnership and the journey with tennis is because this is a more holistic partnership.
00:33We are looking for a platform which does not only become a showcase of a brand to the world,
00:40but it's also the showcase of our technology.
00:44How Enforces tech can move tennis forward just like tennis is a platform.
00:52We move the Enforces brand forward.
00:54So that's really driven this journey.
00:57I started with us sponsoring, being a partner to the ATP.
01:01We announced a partnership with the Australian Open, Roland Garros, International Tennis Hall of Fame,
01:07more recently the Queen's partnership and everywhere the model has largely been the same.
01:14We have invested in building the Enforces tennis platform,
01:18which today actually re-imagines the game for every stakeholder of the game.
01:24And let me give you a couple of examples to bring home this point.
01:27If you look at the billion fans of the sport and you go back a decade,
01:32if they were actually consuming this game either in Stadia or on the television screens,
01:40the only statistics they used to get exposed to was either the scores or possibly the speed serve.
01:49But today there is every possible statistic available at the click of the button in what we have created in the match center.
02:00AI is helping marketers do stuff that they haven't been able to do before.
02:06And a good example that comes to mind is what we did with the Rafa Forever campaign.
02:12Now sometime last year when Rafa announced his retirement,
02:16there was an anticipation of him coming back for one final time and actually play a few of the Grand Slams.
02:24And just before, if I remember right, it was the Australian Open that he was actually supposed to come back.
02:30He had another niggling injury and then he had to pull back.
02:34Of course there was massive disappointment amongst the millions of fans that were anticipating the one final opportunity to witness Rafa in action.
02:45And we said, okay, why not use the opportunity to give fans around the world an opportunity to express themselves and how they feel about the legacy of Rafael Nadal.
02:56And that's when we really brought the power of Infosys tech and Gen AI capability to life while launching this platform called Rafa Forever.
03:04It was a very simple interface which gave an opportunity for any fan in the world to just get onto the platform, select a favorite Rafa shot or a Rafa moment,
03:15and then enter a small prompt on what backdrop they would like to see Rafa and his iconic backhand moment around.
03:25People imagined him on the moon, some imagined him underwater, some imagined him on top of Mount Everest,
03:30but the fact was that it gave an opportunity for every fan in the world to express themselves and pay their tribute and celebrate the legacy of Rafa.
03:43And in the process, of course, amplify the brand that was enabling this for them.
03:50So it's a great example of how AI and Gen AI in particular in this case made it possible for a brand to co-create their campaign with millions of fans,
04:04which would have been almost next to impossible in the age without AI at our disposal.
