Valorem Reply, a Microsoft-focused technology firm within the Reply Group, has partnered with Microsoft and the International Tennis Federation (ITF) to launch Match Insights, an AI-powered real-time analytics platform for the Billie Jean King Cup by Gainbridge—the world’s premier international women’s team tennis competition. The solution, built on Microsoft Azure Data & AI services, delivers low-latency, actionable insights to coaches and players during matches, enabling immediate tactical adjustments. The Billie Jean King Cup is one of the few elite tournaments that permits on-court coaching, making real-time data critical. Even minor differences in serve reaction time or shot placement can influence match outcomes. To meet this demand, Match Insights leverages high-speed cameras and field-level systems to collect live data, processed through Azure Databricks, Data Lake, and SQL Database for transformation, storage, and access. Microsoft Copilot integration via Azure AI Foundry enables natural language queries on complex match data, while Azure Active Directory and Azure Monitor ensure security, identity management, and observability. Continuous integration and deployment pipelines allow updates during the tournament, maintaining system reliability. Jamie Capel-Davies, ITF’s Head of Science & Technical, emphasized the platform’s importance: “This solution is essential in a game where you need near-instant access to data. By working with Valorem Reply and Microsoft, we can provide coaches and players with information that can truly change the course of a match.” Deployed on Microsoft Surface devices, Match Insights combines mobility and reliability, giving teams access to live analytics not only on the court but also in locker rooms and remote locations. Beyond real-time insights, the platform supports pre-match preparation through talent scouting and trend analysis, and post-match evaluation using AI-enhanced datasets to inform long-term training and strategy. Intuitive dashboards cover key performance areas such as serve accuracy, return effectiveness, shot placement, and court coverage—eliminating the delays of traditional post-match reporting. The system has already demonstrated tangible impact. Coaches can now adapt strategies mid-match, analysts identify rally and scoring patterns more efficiently, and players receive actionable feedback that extends beyond individual games. The Billie Jean King Cup, formerly known as the Fed Cup, is the largest annual team tennis competition for women, with 146 nations participating in 2025. The event is managed by Billie Jean King Cup Limited, a partnership between the ITF and TWG Global, dedicated to driving innovation and growth in the competition. Valorem Reply, part of the Reply Group, specializes in cloud-native, AI-driven solutions that help organizations become intelligent, user-centric, and results-oriented. With a focus on Microsoft technologies and ethical innovation, the company supports enterprises and non-profits in transforming their operations securely and efficiently. This collaboration exemplifies how AI and cloud computing are reshaping sports analytics, offering unprecedented levels of insight in real time. While the platform is currently deployed in tennis, its architecture could serve as a model for other sports and high-stakes competitive environments where split-second decisions matter. The project also highlights the growing role of AI in enhancing athlete performance, coaching, and strategic planning—without replacing the human element.