Usama Al-Qassab, marketing and commercial director, AELTC (All England Lawn Tennis Club), and Maria Sharapova were in conversation with Kameryn Stanhouse, VP, global sports and entertainment, IBM, on day three of the Cannes Lions International Festival of Creativity.

The talk was part of the festival's newly introduced Lions Sport programme being held at the Carlton.

The session began with Al-Qassab outlining how Wimbledon approaches partnerships, stressing the importance of long-term relationships rather than short-term transactions. He pointed to the tournament's enduring relationship with IBM as a prime example.

The two organisations have partnered for 36 years, with a recent renewal meaning the association could soon cross the four-decade mark.

"We stick around with people. That's because we are building our business and you are too, and it's a mutual understanding. We listen and collaborate as a single team." he said.

The conversation then shifted to the challenge of remaining relevant in an increasingly fragmented media environment.

Al-Qassab argued that heritage alone is not enough.

"We have to be relevant. Brand strength is only relevant if it continues to evolve."

While broadcast remains central to Wimbledon’s reach, he noted that audience behaviour has changed dramatically.

"People are second-screening. They want communication and communities around sport."

For Wimbledon, technology is a tool that is being used to 'quietly enhance the fan experience'.

"We don't have fans, we have guests who come to Wimbledon. We want the technology to be brilliant and enhance the experience, but it has to be invisible. The players are our story," he said.

He added that deeper technological capabilities are helping the tournament improve engagement and create more meaningful experiences for audiences.

Sharapova reflected on how technology has transformed the athlete experience since her playing days.

"The only speed data I had when I won Wimbledon in 2004 was how fast my serve was," she said.

At the time, coaches would spend hours analysing opponents before condensing their observations into short video packages for players.

Today, access to data is significantly broader and faster.

"The more data a team has, the better instincts one has," she said.

Yet, despite the advances in analytics, Sharapova believes tennis remains one of sport's most unpredictable disciplines.

"Everyone in a Wimbledon draw has a chance to win."

She also highlighted that fans continue to connect with sport for reasons that go far beyond statistics.

"Fans enjoy sport because of the emotional connection. They enjoy the ups and downs of athletes."

Discussing the future of fandom, Al-Qassab explained how Wimbledon uses data not only to personalise experiences but also to help grow tennis globally.

"People in the UK deeply understand Wimbledon. Around 80% of UK adults watch it," he said.

In other regions, however, the focus is on introducing audiences to the traditions and stories that make Wimbledon unique.

"It could be about the players, the white uniform, champions becoming members or the history of the tournament. We want to broaden the audience of tennis and many times we need to engage people in different ways."

Sometimes, he noted, the entry point is not the sport itself.

"The strawberries and cream and the fashion can also be a way to bring people in. That allows us to bring the message across."

The conversation also explored how technology is being used to improve the player experience.

Al-Qassab said Wimbledon has always sought to put athletes at the centre of its decision-making.

"We have been here for 149 years and we have always put the players front and centre. We are a working tennis club and we are also a not-for-profit. That commitment extends from treatment facilities and media services to the growing amount of data now available through the tournament's player portal. We are always thinking about the players, whether it's the treatment, the media centre, or providing data for athletes, physiotherapists and coaches," he explained.

He believes access to data can level the playing field for competitors who may not have extensive support teams around them.

"A qualifier ranked 200 in the world probably doesn't have that data because of a lack of a team. This democratises it."

Asked what they were most looking forward to at this year's tournament, Sharapova pointed to both the sporting narratives and the atmosphere surrounding the event.

"I'm excited to see Serena's comeback this year. She wants to showcase her talent to her two daughters."

The former world number one drew parallels with her own life as a parent.

"We spoke about this last year. I have a little boy. Our lives were centred around sport from a young age and that helped build resilience. When we take care of our children, we want to step in, but we don't want to make them soft either."

As a fan, however, it is the Wimbledon experience itself that continues to stand out.

"I love the experience as a fan. They pass around candies and drinks and I love seeing the excitement of fans."

She added that watching elite athletes navigate pressure and momentum swings can have a broader impact on people's lives.

"For a fan to come in after a tough day at work and see an athlete go through momentum shifts, sometimes that helps them show up better the next day."

For Al-Qassab, the excitement extends beyond centre court.

He spoke about Wimbledon’s efforts to create live engagement opportunities around the world, taking the Championships beyond London through activations in markets such as Tokyo and Hong Kong.

"It's about taking Wimbledon outside London and seeing how that marries with all the great work we do."

Yet his favourite moment remains one that takes place at the All England Club every year.

"Hearing the magic words, 'Please open the gates', and seeing fans enter at 10am."

After almost a year of preparation, that moment never loses its significance.

"We wait 50 weeks for it. It's a bucket-list experience for many fans and there's nothing better than seeing that excitement when they walk through the gates."