For the first time, human line judges will be absent from Wimbledon this year. Instead, 12 courtside cameras powered by Sony Group subsidiary Hawk-Eye Innovations will make all “in” or “out” calls. This full adoption of electronic line calling marks a significant shift for the Grand Slam tennis championship, which begins on June 30. Hawk-Eye, a Basingstoke, England-based company, utilizes artificial intelligence to precisely track ball trajectories, providing gameplay analysis and refereeing across 25 different sports.
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The demand for automated officiating is strong, driven by increasing pressure to shorten matches and keep spectators engaged, according to Fumiatsu Hirai, head of Sony’s Sports Entertainment Business. Another contributing factor is a shortage of referees since the pandemic, which led to numerous resignations. Human referees also face growing hostility, including online bullying and even death threats, exacerbated by the prevalence of sports gambling. Hirai noted that “calls for automation are only growing stronger.”
The Wimbledon contract represents a significant win for Sony, highlighting its years-long effort to expand its entertainment offerings through acquisitions of sports technology companies. The Tokyo-based company is eager for further deals to grow its portfolio in sports-related tech. Hirai expressed this ambition regarding potential future acquisitions, without elaborating.
Sony acquired Hawk-Eye in 2011. Its line-calling system, using camera data to instantly determine ball landings and player foot positions, is already used at the Australian Open and the US Open, and Wimbledon has previously used Hawk-Eye to support human officials. This system is also set to provide virtual measurements for offensive line advances in the National Football League this year.
While Sony’s sports division remains a small part of its vast business portfolio, it is experiencing steady growth, surpassing its targeted annual growth rate. Following the Hawk-Eye acquisition, Sony further expanded its sports tech presence by acquiring data analysis company Beyond Sports in 2022 and motion capture technology firm KinaTrax in 2024.
The global sports market is projected to grow to approximately $651 billion by 2028, a more than 30% increase from 2023. Teams are increasingly using biometric data to enhance athletes’ physical and mental conditions.
Mitsuru Tanaka, an associate professor at Shobi University, believes Hawk-Eye is currently a leader in sports technology, citing Major League Baseball’s decision to switch to their system for ball and player tracking. However, Tanaka cautioned that the rapid pace of innovation and low barriers to entry pose risks, suggesting that Hawk-Eye could lose its edge with the emergence of superior technology.
