Plans to use technology to make the Wimbledon Championships a hit in new regions around the world have been unveiled.

A wealth of upgraded digital tools is being served up in the hope of giving sports fans a deeper insight into matches at the tournament, where Andy Murray will be chasing victory a year after suffering defeat to Roger Federer in the men's singles final.

Mick Desmond, the All England Lawn Tennis Club (AELTC) commercial director, said social networks such as Facebook and Twitter would be key.

Apps have been refreshed for 2013 and updated with preferences and alerts so sports fans who want to follow a particular player can keep track of them.

Innovations by technology giant IBM for Wimbledon 2013 include a new iPad app that will provide streams of match data, highlights and in-depth statistical information.

IBM is also applying advanced analytics software to millions of public tweets generated throughout the tournament, to assess which players are the social fans' favourites.

It will look at the buzz around Wimbledon 2013 to give an insight into how fans are feeling.

Last year, about 40% of the views at the official tournament website were from people using mobile devices.

Mr Desmond said there was huge value in getting a foothold in new markets such as China.

"It is building our region coverage and helping us get to as many people as we possibly can," he added.

"You have a huge emerging middle class in India, China and Brazil so it is no surprise that like any other brand, and we consider ourselves in terms of a luxury brand, that we want to ensure we make contact with those markets – but that is going to take time.

"We need to build our brand in those territories.

"In some territories like China they may know of the Wimbledon brand but not fully understand it because the story has not been told in a way that we experience in the UK, the US or more mature markets."