Tennis Australia expands global footprint ahead of 2027 Australian Open

Tennis Australia has launched a global activation strategy to expand the Australian Open brand ahead of the 2027 tournament. The initiative includes a diverse international calendar featuring a six-city event in China, networking forums in India, ballkid trials in South Korea, and junior pathway tournaments in Japan and Brazil.

To drive engagement, the organization is introducing the AO Reserve premium hospitality arm in Hong Kong and Singapore, alongside the ‘AO Superfans’ content initiative. CEO Andrew Abdo stated the goal is to bring ‘AO experiences directly to fans wherever they are in the world’ to create year-round connections.

Early ticket sales for the 2027 tournament are reportedly up more than 20 percent compared to last year. International buyers currently account for over 17 percent of sales, representing a 37 percent year-on-year increase, with the highest volume of overseas purchasers coming from the United States. Additionally, three-quarters of the AO Reserve premium packages have already been sold.