Tennis Australia has announced an international activation strategy designed to enhance its global presence in the lead-up to the Australian Open 2027. The new strategy includes a global event calendar, fan engagement programs, and grassroots development initiatives.
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The goal of this international expansion is to strengthen the brand recognition of the Australian Open, attract international tourists to Victoria, and maintain year-round engagement with fans in significant markets such as Asia, South America, and North America.
Highlights of the international event calendar include the AO 1 Point Slam spanning six major cities in China, business networking forums and consulate events in India, ballkid trials in Korea, and junior tournaments in Japan and Brazil.
In addition, Tennis Australia will launch AO Reserve, its premium hospitality service, in key business districts in Hong Kong and Singapore. This will be complemented by live fan activations at Clarke Quay in partnership with broadcaster beIN Sports.
Tennis Australia CEO Andrew Abdo emphasized the tournament's potential to strengthen its economic impact, stating that the Australian Open serves as a significant driver of economic stimulus for Victoria. He remarked, "The Australian Open is truly a global brand and connects with fans year-round, bringing the excitement of the tournament to audiences around the world."
The strategy also includes the introduction of “AO Superfans,” a global content initiative that tracks six international supporters whose tournament experience is linked to the performance of their favorite players.
The 2026 Australian Open demonstrated strong commercial success, generating $722.32 million in total expenditure for Melbourne, reflecting a 27 percent increase from the previous year, and bringing the tournament's total economic contribution to Victoria over the past decade to more than $3.9 billion.
The event achieved a record 705,239 hotel bed nights and had a noteworthy attendee mix, with 18.6 percent being interstate visitors and 7.9 percent international travelers. Broadcast coverage reached a cumulative global audience of 2.2 billion, with record US viewership hitting 100 million hours. Digital engagement also thrived, generating 4.6 billion social media impressions and 1.1 billion impressions through influencer collaborations.