IBMs Watson calculating platform is holding court cognitive court that is, in the platforms U.S. Open tennis debut this year.

Its the centerpiece for IBMs first fan-facing activating in at the least a decade; but Watson, well known for beating human champions in chess and on Jeopardy, is not only serving up cognitive insights for fans, its helping the U.S. Tennis Association( USTA) run the major tournament in Flushing Meadows, N.Y.

We were looking at how we could help the( USTA) become more efficient and how we could help people from a fan experience standpoint, Noah Syken, vice president of global sponsorships and client programs at IBM, told

Game, Set, Twitter Match

Syken says the cognitive tribunal commands some 1,000 square-feet at Billie Jean King National Tennis Center with eight different displays and demoes. Theres a athletics insight region the IBM exec calls a manifestation of what were doing with the Toronto Raptors to help them manage the team better through cognitive abilities.

Theres also a virtual reality cycling experience with insights from hill training. The system also let visitors know when theyd arrive, and if on time, at a destination at their current virtual cycling rate.