The Australian Open – The Grand Slam of Branding

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Welcome to the New Year, and guess what? Australian Open is on.

The first Grand Slam of the year isn't just setting tennis records anymore — it's redefining what it means to be a global brand. From exclusive sponsorships to unforgettable sonic identities, AO has leveled up its game. Let’s break it down.

The Sound of a Slam: AO's Sonic Branding Is Music to Our Ears

Picture this: the roar of the crowd, the swoosh of a perfect serve, and — wait for it — a signature crowd chant that gives every point an epic soundtrack.

Enter; Resonance, In 2022, Tennis Australia worked with Resonance to create a sonic brand identity that’s as unforgettable as a match point.

From orchestral arrangements to tennis-inspired sound effects, this isn’t just about tennis, it’s about feeling the game. And trust us, it resonates. The brand anthem plays throughout the tournament in arenas, in the interactive light show, and even in your Instagram reels.

Big Brands, Big Bucks: The AO’s Sponsorship Game is Strong

Speaking of big players, let’s talk partnerships.

The Australian Open has become the “it” event for luxury brands and top-tier sponsors. From Louis Vuitton (luxury trophy trunks from Louis Vuitton) to Kia, AO’s sponsor list reads like the guest list to an exclusive gala.

And the dollars are flowing, too: Kia has locked in a massive 5-year, $107M deal, while Emirates, Rolex, and Ralph Lauren continue their long-standing associations with the tournament.

In fact, the buzz around AO has become so powerful that it’s now overtaken Melbourne’s other major events like the Melbourne Cup.

With over 839,000 fans attending in 2024, AO isn’t just about sport; it's a cultural phenomenon.

Tennis? Or Party?

Let’s face it, the Australian Open is no longer just a tennis tournament. It’s the summer’s biggest social event.

From Elliot Garnaut’s laid-back luxury looks (hello, Ralph Lauren ambassador) to influencers rubbing shoulders with CEOs, the vibe is chic and super exclusive.

AO isn’t just about what happens on the court — it’s what’s happening around it. Want to sip champagne and catch a match? Check. Or maybe grab a bite at one of the many food stalls? Done.

Speaking of brands, Google Pixel is stepping in big for 2025 as the official smartphone of the tournament. And guess what?

They’ve set up a Pixel Studio right next to Rod Laver Arena for fans to experience the magic of Pixel’s advanced cameras. It’s like stepping into a techy wonderland.

AO’s Secret Sauce: Accessibility Meets Exclusivity

What really sets the Australian Open apart from other mega-events is its ability to be both exclusive and accessible. Thanks to a clever mix of premium experiences (think invitation-only parties and private brand lounges) and public-access fun (hello, Aperol Spritz in the garden), AO strikes the perfect balance between elitism and inclusivity.

As Dr. Kasey Symons points out, this balance has made it especially welcoming to women and gender-diverse fans. So, while the courts heat up with some serious action, fans can chill in the gardens, shop, or just soak in the electric energy.

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More Than Tennis: The Future is Bright

As we head into 2025, the Australian Open shows no sign of slowing down. Whether it's adding luxury trophy trunks from Louis Vuitton or creating sonic branding that hits all the right notes, AO is proving that it’s not just about being the best in tennis, it's about being one of the best brands in global sport.

Stay tuned, because if 2024 was any indicator, we’re about to see even more groundbreaking moments in the years ahead.

Catch you courtside for the next big serve.

Cheers,

Shubham