MKTG and dentsu Sports Analytics (DSA), both divisions of dentsu Sports International, have announced a multi-year global research and insights partnership with Tennis Australia (TA), marking the next chapter in a relationship built on a shared ambition to elevate tennis engagement in Australia and worldwide. The solution will be delivered by dentsu Sports Analytics, which combines MKTG’s sports strategy and insights specialism with the in-house custom research capabilities of dentsu Intelligence. It also extends across TA’s growing participation portfolio, including Hot Shots Tennis, Cardio Tennis, Padel, Pop Tennis, and Pickleball, which further demonstrates TA’s commitment to grassroots innovation. The solution will also allow TA to access fan insights through dentsu Sports Analytics’ global insights platform Decoding 360 and access to their award-winning sports fan transaction data, in partnership with Fonto. The agency’s Cultural Relevance Framework, advanced fan segmentation, and seamless integration with dentsu’s global insights network will empower us to better understand our global audiences and the cultural influence of our brands.