Keys and Sinner won on court at the AO, but which brands won off court?
Chloe Cripps, communications strategist at Mediahub, was on ground at this year’s Australian Open – reporting on the competition’s real winners: the brands that were savvy enough to make the most of all the attention.
Each year there are four Tennis Grand Slams and in Australia we’re lucky to kick off the year with the Australian Open.
In 2024, over one million fans came through the grounds across the 15 days, and nationwide the TV broadcast reached 12.9 million viewers, with 81.5 million hours watched across TV and streaming. No doubt, 2025 will yield even better stats, and that’s a mecca for smart brands.
This year I was lucky enough to experience the vibes of the AO for the first time. The tennis was important…but the buzz around the city and in the grounds was unmatched. Being a Brit I couldn’t help but notice how different the vibes were to Wimbledon. Wimbledon has a very regal, slightly pretentious vibe whereas the AO felt more relaxed and truly for everyone.
It got me thinking about tennis, tennis culture, and how it’s evolved.
Rubbish!
There will never be equality in tennis until the women play best of five sets, the same as the men.