The Australian Open is gearing up for 2027 with an extensive international activation program designed to connect with fans worldwide. This effort includes a series of global events aimed at enhancing the tournament’s presence and establishing lasting relationships with tennis enthusiasts. "The Australian Open is truly a global brand, bringing the excitement of the tournament to audiences around the world," said Tennis Australia CEO Andrew Abdo.

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A variety of events are lined up, including AO 1 Point Slams and the Asia Pacific Wildcard Playoff in China, as well as ballkid trials in Korea and India. The tournament's prestigious singles trophies, the Norman Brookes Challenge Cup and the Daphne Akhurst Memorial Trophy, will also be featured prominently.

Key events include:

- AO 1 Point Slam in six cities across China: Beijing, Hangzhou, Shanghai, Shenzhen, Guangzhou, and Chengdu.

- Collaboration with the China Open.

- AO Asia Pacific Wildcard Playoff in Chengdu.

- Consulate events in Mumbai and Bengaluru, along with business networking events in India scheduled for December.

- AO Reserve launches featuring Mark Philippoussis in Hong Kong and Singapore.

- AO Travel & Experience business events in New York following a successful symposium with the Golden State Warriors in San Francisco last year.

- Ballkid trials and business events in Korea.

- AO Junior Series South America in Sao Paulo, Brazil.

- Dunlop Road to the AO Junior Championships and Asia Pacific Elite 14/u Trophy in Japan.

- Launch of a new collaboration range by BOSS, the official outfitter of the AO, in Singapore, Malaysia, and Japan.

- A live site event, "AO by the Quay," at Clarke Quay in Singapore for the last four days of AO 2027, in partnership with beIN Sports.

Additionally, the AO 2027 will introduce a new initiative called AO Superfans, recognizing the tournament's most passionate supporters. The top six superfans, selected from thousands of applicants, will have their experiences tied to their favorite players' performances throughout the tournament. Their journey will include behind-the-scenes access, practices, and cheering from the stands, capturing their reactions until their player is eliminated.

The Australian Open continues to strengthen its global reach with various initiatives, including ballkid trials, expansions of events, and enhanced fan engagement opportunities.

Visitation data from the Australian Open 2026 indicates a total expenditure stimulation for Melbourne of $722.32 million, a 27 percent increase from the previous year. The event generated more than $3.9 billion for Victoria over the past decade. It recorded 705,239 bed nights, marking a 59.2 percent increase from 2025.

Attendee demographics showed that 18.6 percent were from interstate and 7.9 percent from overseas, with 90.6 percent of attendees highlighting the AO as a major sporting highlight.

In terms of global reach, AO 2026 achieved a cumulative viewership of 2.2 billion people, with over 781 million hours viewed, making it the most-watched Australian Open in the US in a decade with 100 million hours.

Social media engagement was notable, with over 4.6 billion impressions across channels and more than 142 million visits to AO web and app platforms. Tickets for AO 2027 are available via Ticketmaster.