You know the age of wearable technology is upon us when the oldest tennis tournament in the world decides to adopt them with the help of Jaguar.

Wimbledon is an annual, two-week-long tennis tournament. The 2015 Championships began 29 June at the All England Lawn Tennis and Croquet Club in London. UK luxury car maker Jaguar is the official car sponsor and has pledged to supply 170 high-performance vehicles, like the Jaguar XE and XF, to support tournament operations. But it's also going to measure the mood of the crowd.

Jaguar is kicking off its first year as the official car sponsor of Wimbledon with a campaign that uses wearable technology. It is selecting random attendees to don biometric wristbands that monitor their heart rate, movement, and location. It's also using atmospheric, in-ground sensors to capture the energy around the courts by collating data on crowd movement, audio levels, and infrared.

The third and final piece of the campaign involves "sociometric tracking". Jaguar is basically following fan conversations from across the world on Facebook, Twitter, and Instagram in order to get greater insight into how spectators are responding to Wimbledon. It'll then share all this data in real-time via Jaguar's UK social media channels and the following website:

Jaguar expects 500,000 people to attend Wimbledon this year, which means the car maker should be able to collect and display tonnes of data about whether tennis fans like the 2015 Championships.

(It also means Jaguar is slated to get plenty of exposure.)