Why the Australian Open is a masterclass in maximising the benefits of a major event
Why the Australian Open is a masterclass in maximising the benefits of a major event
The Australian Open (AO) has evolved into the world’s most attended Grand Slam. But for Victoria it’s far more than a major sporting event, it is a public asset that strengthens civic pride, enhances Melbourne’s liveability, and projects Victoria’s identity to global audiences. Backed by nearly $1 billion in Victorian Government investment, attendance has surged, reach has expanded, and the AO now delivers sustained economic and social value well beyond its operating and capital costs.
How the AO keeps growing
While other Grand Slams protect exclusivity through ballots and barriers, the Australian Open has taken the opposite path, opening the gates wider, inviting more people in and reimagining what a major sporting event can be. The results speak for themselves. From 2023 to 2025, total AO attendance grew from 839,192 to more than 1.2 million, an impressive 45 per cent increase, cementing its status as the world’s highest-attended Grand Slam. By contrast, Wimbledon and the US Open have seen only marginal growth (around 3 to 8 per cent), constrained by limited capacity or exclusivity driven models.
In 2026, daily crowds at Melbourne Park frequently exceeded 100,000, enabled by smart long-term investment, expanded precinct capacity, a multi-zone layout catering to diverse audiences and a dynamic program spanning sport, culture, entertainment and food.
This strategy of expanding attendance has unlocked wide ranging economic, social and reputational benefits for Victoria.
Key drivers of growth
1. Expanding access through Ground Pass tickets
Ground Pass tickets have become the tournament’s most effective growth tool - one of the most affordable ways to experience a global sporting event. The AO now offers:
- Access to multiple courts and viewing areas with big screens
- A precinct-wide festival atmosphere with live music, food zones, activations, and social spaces that make the AO feel more like a citywide social celebration rather than a traditional tournament
- Accessible pricing starting at $5.00 for children and $10.00 for adults in opening week.
2. Creating day and night experiences
By offering both day and night sessions, including night specific Ground Pass tickets and expanded John Cain Arena evening access, the AO has become one of Melbourne’s great inclusive summer rituals. After-work crowds, families, visitors and locals all converge on Melbourne Park for a shared experience of tennis, culture and food.
3. Extending the event window
With the introduction of opening week, the AO has effectively become a three-week summer festival. Concerts, player practice sessions, celebrity matches and fan zones drove more than 217,000 attendees in opening week 2026 alone. The extended event window builds anticipation, encourages repeat visitation and transforms Melbourne Park into a continually activated destination for nearly a month.
4. Broadening the AO experience beyond tennis
The AO has intentionally diversified its program to attract wider audiences including:
- Major music acts
- DJ stages and youth-oriented zones
- Food and cultural experiences
- Interactive gaming and fan participation spaces
- Branded installations and Instagram photo moments.
This positions the AO as the centrepiece of Melbourne’s summer, not just a sporting event but a cultural festival.
A win for Victoria: The broader benefits
Strengthening civic pride
Victorians feel a strong sense of ownership over the AO. Its accessibility and inclusiveness make it a shared public asset. Something people can participate in and return to year after year. Major events build civic pride most effectively when they are open, not exclusive.
Building skills through volunteering and youth pathways
Each year, more than 14,000 staff, volunteers and event workers help deliver the AO, gaining hands-on experience in event operations, hospitality, media, technology and customer service. The AO Ballkid program, the largest in tournament history, provides more than 400 young Victorians with important experiences that build teamwork, confidence and resilience.
Boosting sport participation and healthy lifestyles
Elite competition combined with a vibrant festival atmosphere inspires people to play sport. Tennis clubs, junior programs, and recreational courts across Victoria consistently report increased interest during and after the AO. Ausplay data from 2025 shows that a higher number of Victorians - adults and children - play tennis compared to the national average.
Improving liveability and community wellbeing
Melbourne’s liveability is reinforced when public assets like Melbourne Park are vibrant, inclusive, and accessible. The AO contributes to wellbeing by offering:
- Social connection
- Cultural vibrancy
- Affordable access to world‑class experiences.
Elevating Victoria’s global brand
The AO’s broadcast and digital footprint now rival the world’s largest sporting events. In 2025, the tournament reached 13.07 million Australians, generated nearly 90 million hours of domestic viewing, while streaming accounted for more than 23 per cent of total viewing hours. International audiences spiked, including 5 million viewers for the men’s final in Italy and 1.67 million in Germany. China remains a key market, accounting for 40 per cent of the global broadcast and social media audiences. This global exposure strengthens Melbourne’s profile as a premier events city and highly liveable destination, driving future tourism and investment.
Conclusion
Victoria’s long-term investment in Melbourne Park, combined with strategy focused on access, inclusiveness and cultural vibrancy, has delivered exceptional returns. With record attendance, global visibility, community engagement, tourism growth and a year-round precinct, the AO is a benchmark for how major events can serve the public good and strengthen the state’s identity.
Maximise your major event’s public value. Speak with BDO’s project & infrastructure advisory, sports & entertainment team about business cases, economic and social impact analysis, governance and precinct activation.
