What a modest tournament in Croatia did to keep fans engaged from the stands
Organizers of an ATP 250 tournament in Croatia teamed up with a local tech giant to let fans engage with the match in a more direct, personal way — using just their phones.
Plava Laguna Croatia Open Umag, one of the oldest ATP 250 tournaments, became a stage for digital experimentation this summer. In partnership with Croatian tech company Infobip, tournament organizers launched a WhatsApp-based chatbot that streamlined every aspect of fan interaction — from match schedules and player information to ticket booking, accommodation tips, and interactive prize quizzes.
The idea was to put the entire tournament experience in fans’ pockets — no app, no extra steps. With everything available in a single, frictionless chat thread, attendees could access match schedules, player information, tickets, accommodation tips, and interactive quizzes using just their phones.
Digital features like this are becoming increasingly common at Grand Slam events, where budgets for fan experience are significantly higher. But for an ATP 250 tournament, such a move is far from typical — and all the more significant. In a competitive calendar filled with similar-level events, factors like accessibility, personalization, and speed of communication are becoming just as important as the player list.
According to Deloitte, as cited by The Wall Street Journal, 82% of fans use their smartphones during live sports events, and 58% would like real-time access to stats and replays while in the stadium.
It’s likely that the organizers had figures like these in mind when introducing their digital upgrade — especially given their broader attention to the fan experience. One lighthearted but telling example: the tournament handed out branded sunglasses to help fans watch matches more comfortably under the Adriatic sun.
Still, it was the digital initiative that anchored this year’s shift. The new solution allowed fans to stay connected with the tournament in a way that felt personal, immediate, and easy to use.
“In addition to following the matches of rising stars, spectators can now become part of a broader digital experience,” said Tomislav Poljak, director of Plava Laguna Croatia Open Umag. “With Infobip, we’ve taken a meaningful technological step in how we present the tournament and its additional content.”
Plava Laguna Croatia Open Umag proved that innovation doesn’t have to be expensive or complex. Sometimes, integrating a single well-designed tool can make a tournament more fan-friendly, flexible, and commercially relevant.
Cover photo: A panoramic view of Umag, the Croatian coastal town that hosts the ATP 250 tournament Plava Laguna Croatia Open. Depositphotos
