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Tennis Channel Renews Partnership with Alida to Optimize the Viewer and Fan Experience

Tennis Channel will use the Alida Sparq digital insights platform to enhance its marketing effectiveness and strengthen the viewer and tennis fan experience

TORONTO - January 14, 2021 - Alida (formerly Vision Critical), creator of the world’s first CXM and insights platform, today announced that Tennis Channel, the only 24-hour television-based multimedia destination dedicated to both the professional sport and tennis lifestyle, has chosen its Alida Sparq digital insights platform to uncover customers insights that unlock real-time feedback to build a greater viewing experience for their members.

“Professional tennis is adapting every week as the world changes. We need actionable insights from our viewers and fans on our programming, new formats, tournament adaptations, and safety,” said Michael Puopolo, VP of Research, Tennis Channel. “Branding and tone matter now more than ever to consumers and Alida provides us a turnkey solution to engage with our most passionate fans and viewers.”

Alida’s flagship digital insights platform, Alida Sparq, will continue to support Tennis Channel in gaining rich insights from their members to shape how tennis tournaments and news are televised and streamed to their homes. Tennis Channel will proactively drive informed actions and build customer trust by actively listening to the feedback acquired from their insight community on a regular basis.

“Tennis Channel continues to put their viewers first and lead with customer-centricity. By uncovering and understanding their opinions and motivations, they’ve been able to innovate on strategic objectives that enhance the experience for their fans, especially as the world continues to adapt to sporting events," said Ross Wainwright, CEO of Alida. “I know our partnership will continue to help them accelerate their journey in building long-lasting relationships and creating exceptional experiences for their viewers.”

Alida Sparq enables customer-centric brands to create a consistent flow of deep customer insights through a digital insight community. Alida Sparq uses a relationship-based approach to progressively profile and segment customers at every interaction, producing rich customer insights to help organizations make decisions with their customers, not for them. Customer truths like motivations, preferences, and beliefs are translated into actionable data points. With Alida Sparq, brands turn customer truths into action to improve customer experience, accelerate innovation, increase revenue, and mitigate decision risk.

About Tennis Channel

Tennis Channel (, which is owned by Sinclair Broadcast Group, is the only 24-hour, television-based multimedia destination dedicated to both the professional sport and tennis lifestyle. A hybrid of comprehensive sports, health, fitness, pop culture, entertainment, lifestyle and travel programming, the network is home to every aspect of the wide-ranging, worldwide tennis community. It also has the most concentrated single-sport coverage in television, with telecast rights at the US Open, Wimbledon, Roland Garros (French Open), Australian Open, ATP World Tour events, WTA competitions, Davis Cup, Fed Cup and Hopman Cup. Tennis Channel is carried by all of the top 10 video providers.

About Alida

Alida believes in a world where customers are the ultimate source of truth. A world where the best business decisions are those made with customers, not for them. That's why Alida created the world's first CXM and insights platform to turn customer truth into action. For over 20 years, iconic brands like BuzzFeed, LinkedIn, and Red Bull have chosen Alida, formerly Vision Critical, as their secret weapon. Alida’s unique approach of coupling broad feedback with deep insights creates meaningful and lasting customer relationships and builds brands that stand the test of time.

Follow us at and engage with us on social media @alidaCXM.