Traditional methods for summarizing tennis matches have long ignored the spatio-temporal component of the match, and often fail to ge ovisualize patterns by way of map or graphic. This paper presents alternative approaches to post-match analysis using geospatial data analysis with a Geographical Information System (GIS). A case study focusing on the spatial variation of serving from the London Olympics Gold Medal match, where Andy Murray defeated Roger Federer 6-2, 6-1, 6-4, is conducted. By mapping the relationship between space and time, we were able to visually and st atistically quantify that Federer served with more spatial variation during the match. Murray, however, served with greater spatial variation at key points during the match. Re sults suggest that there is potential to better understand players serve tendencies using spatio-tempor al analysis. The importance of such analysis for coaches, players, fans and the media to further explore player tactics and strategies are discussed.
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