Opinion

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.

BY CHLOE CRIPPS

January 29, 2025 6:00

Keys and Sinner won on court at the AO, but which brands won off court?

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.

We’re reached a time where the tennis greats are moving on and younger players are moving through the ranks to fill their (tennis) shoes. From Federer, Nadal and Williams to Alcaraz, Sinner, Sabalenka and Gauff.

Tennis has gone from being a conservative sport, to a more progressive sport, with players like Osaka openly talking about her mental health.
From lacking gender equality to the Australian Open being the first tournament to reward men and women equal pay cheques for winning.
From lacking diversity to championing diversity, with increased racial and ethnic diversity among the top players.
From being serious and elitist to being playful and fun, through fun marketing campaigns and the influence of social media.

Tennis has become so much more than just a game.

Tennis is the people that play (and watch)

Social media allows us to be more connected to players than ever. Their platforms allow them to show their personalities and passions – building closer relationships with fans. Connections are built with non-tennis fans through docuseries attracting new audiences from popular culture – Break Point and the upcoming Alcaraz documentary are all examples of this.

Tennis has become more than the match

It’s not only what’s happening on the court during major tournaments, but also what’s on the sidelines (I think more people knew Taylor Swift was on the sidelines at the US Open men’s final than who was on the court), in the locker rooms, on the training courts, the conversations you hear around the grounds, the experiences of the people working there etc. – bringing people in to the fun from multiple avenues, not just through the elites on the tennis stage.

Tennis is self-expression on and off the court

Nick Kyrgios opts for wearing basketball jerseys as he’s expressed traditional tennis clothes don’t reflect his own style or personality. In Basketball tunnel walks allow players to being their personality and style to the game – he wants to bring that mentality to Tennis. Tennis core as a trend has continued to rise, bringing a more feminine perspective to a previously male dominated sport, attracting new audiences to the sport.

So, while Keys and Sinner were winning on court, what were brands doing off court to win in this new era of tennis?

MECCA showcased its summer beauty essentials, attracting significant foot traffic to ‘TopCourt’ (the Gen-Z hub). Raising awareness of the beauty activation by partnering with tennis player Taylor Fritz’s girlfriend, @mooorrgs who, according to Vogue, is known as ‘The Most Famous Woman in Men’s Tennis’. An authentic ambassador for Tennis, while not even a tennis player herself. Make-up offers another canvas for self-expression, with athletes saying they wear make-up to help them feel confident when they’re performing on the biggest stages. So, while beauty feels far removed from Tennis, in this new era of tennis, it makes sense.

Speaking of authentic partnerships, New Balance x Coco Gauff’s ambassador relationship felt different to others at the AO. [Disclosure: New Balance is a Mediahub client.]

Gauff spoke passionately about how closely the brand collaborated on her AO fits, bringing her love for cargos into the design of her tennis skort. Interviewers questioned her on the comfort of her outfit and she stated ‘it is comfortable, I’m always playing in something comfortable because performance is number one’. New Balance proving again it’s at the intersection of sport and fashion, allowing Coco to show her personality and interests through her fun, functional and fashionable game day fits.

RedBull brought the energy to the AO with their Padel and Pickle Ball activations. Interest in Padel and Pickle ball as a social sport has seen a meteoric rise recently, an entry route into the tennis world. So, RedBull made their mark at the AO getting tournament goers invested in tennis by getting them on the court themselves.

The Australian Open understood the assignment on TikTok – their organic social strategy did not miss. The content featured heavy coverage of what’s happening on the courts, but it’s broadcast in a way native to the platform. Content features pros reacting to other pros games, funny moments from on the court, tapping into TikTok trends, tennis players showing their personalities, what’s going on around the grounds and interactions with people working at the AO. It allows you to get a feel for what’s happening all around the tournament.

So, what can we learn from brands at the Australian Open?

Authentic influencer partnerships and content

With people growing tired of influencers and being more in-tune with to non-genuine ambassador relationships, brands need to ensure partnerships are completely aligned to build trust and credibility. Collaborating effectively results in more meaningful interactions – the passion and love Coco felt for New Balance from their collaboration could be felt through the way she spoke about the brand in her interviews.

Create immersive experiences and invite people into your brand

People are seeking ways to be entertained more than ever before – the activation brought RedBull’s energetic brand energy to life – and people got to experience that firsthand. Bringing people onto the court with their immersive experiences created a memorable and sharable moment on the day for tennis fans.

Meet your audience where they are and speak their language

Tennis isn’t a dying sport, but the way it’s been marketed in the past doesn’t hit home with Gen-Z and younger audiences. It’s had to evolve and adapt, with social channels becoming broadcast channels for the moments that matter. The AO TikTok show’s how you need to adapt to reach your audience in an authentic way. Brands need to reach their audiences where they are and change their tone to match what they want – in this case it’s humour, authenticity and bite-sized videos.

The Australian Open showcases how cultural moments can transcend a brand’s core offering, creating a unique platform for brands to engage audiences in meaningful ways. It’s no longer just about the sport; it’s about the stories, the personalities, and the immersive experiences that come to life both on and off the court. By leaning into the culture, brands can connect with audiences authentically—through influencer partnerships, creative activations, and content tailored to modern platforms such as TikTok.

Chloe Cripps

These moments offer a chance to engage deeply with fans, aligning with their values, interests, and aspirations. For brands willing to embrace the vibrancy of events like the AO, the rewards are clear: increased trust, relevance, and a stronger emotional connection with their audiences.

In this new era of tennis, where inclusivity, self-expression, and playfulness reign, the AO isn’t just a Grand Slam; it’s a playground for smart brands to leave their mark.