Global expansion of professional tennis in Asia and South Am

The professional tennis landscape is experiencing a geographic shift toward Asian markets, with cities like Shanghai emerging as major hubs. This globalization reflects a transition from traditional Western-centric circuits to a model where Eastern markets play a central role in the sport’s growth.

In line with this expansion, Tennis Australia has launched a global activation strategy to grow the Australian Open brand ahead of the 2027 tournament. This initiative includes events in China, India, South Korea, Japan, and Brazil, as well as premium hospitality offerings in Hong Kong and Singapore. CEO Andrew Abdo stated the goal is to bring ‘AO experiences directly to fans wherever they are in the world’. Early indicators for the 2027 tournament show increased international interest, with early ticket sales up more than 20 percent compared to the previous year and international buyers accounting for over 17 percent of sales.

Building on a decade of activity in China and the Asia-Pacific region, Tennis Australia is now prioritizing South American markets. Directors André Sá and Roddy Campbell noted that with 95% of the organization’s television audience located outside of Australia, maintaining year-round relevance through digital engagement, tours, and clinics is essential. Brazil has emerged as a primary focus due to the rising popularity of local talent João Fonseca, who has driven significant viewership and social media engagement. This regional push included a stage of the Australian Open Junior Series held in São Paulo, Brazil, in October 2026.