How Australian Open’s clever marketing for Opening Week has led to $500 million growth

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The Australian Open’s aggressive push to market the Opening Week helped fuel a massive financial growth.

The Australian Open has hit new highs in both attendance and revenue – and it’s not just the tennis that’s responsible.

A mix of bold scheduling changes and controversial marketing has turned the tournament’s new ‘Opening Week’ into one of sport’s most profitable campaigns.

Fans call Opening Week a ‘smart marketing ploy’ after record crowds

More than 29,000 fans attended Day 1 of qualifying at Melbourne Park, smashing the previous record of 7,500.

Many bought tickets believing the main draw had already begun, as the event was promoted from January 12 to February 1 under the new ‘Opening Week’ banner.

Tickets that once offered free entry now cost $20, with kids admitted for free. Some fans have been critical of the marketing being vague, with many not realising the difference between Opening Week and the actual Australian Open festivities.

Despite the criticism, the move has worked commercially. The early-week crowds have already surpassed totals seen during the first week of the main draw in 2024, and the extended schedule has kept Melbourne Park busy for nearly a month straight.

Expansion drives record revenue for Tennis Australia

According to The Guardian, Tennis Australia’s annual revenue jumped by more than $500 million since expanding the event to a 21-day format.

CEO Craig Tiley said the goal was to “own January” by blending sport, entertainment, and community activities across three full weeks. “We’re intense, and we’re intense because we’re 21 days, every day,” Tiley said.

The restructured format includes live concerts, exhibitions featuring Roger Federer, and new fan attractions such as AO Ballpark and AO TopCourt.

The early engagement has driven both record ticket sales and increased corporate sponsorship, as fans spend longer periods inside the venue. While some call the strategy misleading, others see it as a masterclass in event marketing.

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