Sam is the IBM Sports and Entertainment Sponsorship lead for the UK. This currently covers IBM's partnerships with Wimbledon and England Rugby. Sam showcases IBM's industry leading technology and also the marketing activation around the partnerships. Sam works in collaboration with his clients to deliver innovative technical solutions to support their business objectives and marketing campaigns.

At Wimbledon Sam has responsibility for managing the client relationship for all the services that IBM provides to The Championships as part of their role as the official IT provider to the AELTC. This includes a team of 180 at peak during the fortnight from capturing data from the courtside, to media services, security systems and all digital platforms.


Sam was recognised in 2015 by Information Age as being one of the UK's top 50 data leaders and influencers.

2017 awards include:
DMA Gold - Best Digital Experience
DADI - Use of AI / Machine Learning
Cannes Lion Silver - #WhatMakesGreat campaign
Campaign Magazine - Digital Innovation of the Year

More on IBM/Wimbledon partnership: http://ibmsports.co/FXCEgc
Sam Seddon on Twitter: @sam_seddon
Show notes: maxtalksai.com/sam