British No.1 Kyle Edmund has become the latest tennis player to stream his matches via social media channels through an agreement with endorsement partner British Airways.
Edmund’s matches from the men’s ATP tournament in Marrakesh, Morocco, which got underway today (Monday), will be streamed live via his official Facebook page.
British Airways, which partnered with Edmund (pictured) last month, has teamed up with StarWing Sports, the world No.26’s management company, to provide this service free of charge for all his followers in the UK. This will be the first time the company is engaging in this kind of project with the Australian Open semi-finalist.
The partnership has been backed by the Lagardère Sports agency, the official distributor of the broadcasting rights for the event in Marrakesh.
“The commitment of Kyle and British Airways showcases, that we are on the right track transforming the sport into the digital world to the young audience in the UK and create a new user experience allowing the fans to directly exchange and communicate amongst each other,” Nikolaus von Doetinchem, executive vice-president of global media at Lagardère Sports, said.
Lagardère Sports backed a similar move by Stan Wawrinka in February. The three-time grand slam champion teamed up with endorsement partner, railway company TGV Lyria, to offer his matches at the Open 13 Provence tournament in Marseille, France live via his Facebook page.
Wawrinka had his matches streamed for his followers in his native Switzerland, along with the Netherlands, Belgium and Luxembourg.