IBM x The Masters
For nearly 30 years, IBM has been the digital innovation partner of The Masters, shaping how fans experience the tournament around the world. To bring that story into print, we created a series of ads that highlighted how IBM’s AI-powered digital platform surrounds every shot with insight—giving fans deeper context, smarter perspectives, and a closer connection to the game. The work translated complex technology into elegant, iconic Masters storytelling, reinforcing IBM’s role in elevating the fan experience without ever distracting from the magic of the tournament.
For nearly 30 years, IBM has been the digital innovation partner of The Masters, shaping how fans experience the tournament around the world. To bring that story into print, we created a series of ads that highlighted how IBM’s AI-powered digital platform surrounds every shot with insight—giving fans deeper context, smarter perspectives, and a closer connection to the game. The work translated complex technology into elegant, iconic Masters storytelling, reinforcing IBM’s role in elevating the fan experience without ever distracting from the magic of the tournament.
IBM x US Open 2025 BTS
IBM is proud to be the Official AI and Cloud Partner of the US Open. For over 30 years, we've partnered with the USTA to deliver cutting-edge digital experiences that capture the energy and excitement of the tournament—sharing it with more than 14 million fans around the world.
This blog post offers a quick behind-the-scenes look at the making of the New York Times ads, the iconic Arthur Ashe Stadium, and a peek inside the IBM suite at the US Open.
IBM is proud to be the Official AI and Cloud Partner of the US Open. For over 30 years, IBM has teamed up with the USTA to create digital experiences that capture the energy and excitement of the tournament—and share it with more than 14 million fans around the world.
How does IBM do it? By turning US Open data into real-time content and insights using powerful generative AI built with IBM watsonx.
Visually, our goal was to make the data feel as powerful as the matches themselves. We brought it to life in a bold, immersive takeover of Arthur Ashe Stadium—turning raw numbers into larger-than-life stories that stopped people in their tracks. That same creative energy carried through to in-suite posters, Madison Sq Park Pop up, in the Ritz Carlton and a full-page feature in The New York Times.
A huge thank you to our creative partners at DressCode, and to Mike Howard and Nicole Karalekas for helping bring the vision to life.
