Sporting pop-up visited by Maria Sharapova, Wimbledon winner and former World No. 1.

LONDON, UK – 2 July 2026 – Today, IBM has officially opened the doors to its new AI Sports Club on London’s South Bank, offering fans an immersive, high-tech fan zone that merges the prestige of Wimbledon with the high-speed thrills of the British Grand Prix.

Running from today, 2 July, through to Sunday, 5 July, the riverside pop-up provides an unparalleled summer sports mash-up. The zone allows sports enthusiasts to soak up live coverage of both iconic events in a single, vibrant location, while interacting with some of the cutting-edge technology that underpins modern sports.

To mark the opening, tennis legend Maria Sharapova visited the AI Sports Club this afternoon, trying her hand at the interactive, AI-enhanced experiences on offer. Fans coming this weekend can follow in her footsteps by taking part in 'Hyperlap', an immersive Formula 1-style racing simulator, and 'Calling the Shots', a proprietary table tennis experience that transforms a physical game into a data-driven broadcast. Visitors can also test their reflexes against the pros with the 'Reaction Test', designed to replicate the split-second decision-making required by elite racing drivers.

“Today's sports fans want more than a live broadcast. They want to get closer to the action and interact with game play and performance,” said Kameryn Stanhouse, VP of Global Sports and Entertainment Partnerships at IBM. “The AI Sports Club showcases what’s possible for sports viewing and nods to what the future of sport fandom could look like. Anything that helps bring sport to more people should be celebrated, and we’re excited to bring this space to the South Bank for the public to enjoy, for free, during two of summer’s most popular sporting fixtures.”

“Technology is redefining what brands can deliver for sports fans, added Sarah Meron, Chief Communications and Brand Officer at IBM. “At its core, being a fan is about shared passion and community. Technology is vital to deliver the data-fuelled sports insights people crave, but spaces for people to come together physically are equally important. The sweet spot is when those two come together.”

Together with the All England Lawn Tennis Club, IBM is bringing enhanced digital fan features to this year’s Wimbledon Championships. The watsonx AI-powered capabilities are available on the Wimbledon app and wimbledon.com, which have been fully modernised and redesigned to provide a seamless and personalised experience to millions of global tennis fans.

Event Details:

WHERE:

The Thames Southbank: Observation Point & Riverside Slice, London SE1 9PP

WHEN:

Thursday, 2 July | 10:00 AM – 8:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court

Friday, 3 July | 10:00 AM – 8:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court

• Screen 2: 2:30 PM Teams' Press Conference / 4:30 PM Livestream British Grand Prix (Sprint Qualifier)

Saturday, 4 July | 11:00 AM – 7:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court

• Screen 2: 12:00 PM Livestream British Grand Prix (Sprint) / 4:00 PM Livestream British Grand Prix (Qualifying) / 5pm Press Conference

Sunday, 5 July | 11:00 AM – 6:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court

• Screen 2: 1 PM Drivers' Parade / 2:45 National Anthem / 3:00 PM Livestream British Grand Prix (Race)

Ends

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