An earlier ticket on sale date, enhanced global push and a double-headed launch in Melbourne have put Australian Open 2027 on a record early sales pace.
Even allowing for the earlier August on sale date, ticket sales are surging ahead of last year (up more than 20 per cent) and three-quarters of the AO Reserve premium packages have already gone (up 15 per cent on last year).
More than 17 per cent of tickets sold so far are from international markets (up 37 per cent year-on-year), with USA topping the list of overseas fans keen to travel to Melbourne, and 38 per cent from interstate (up 45 per cent year-on-year).
“The response has been phenomenal and is another reminder of the incredible passion for the Australian Open that just keeps building,” Tennis Australia CEO Andrew Abdo said.
“And it’s not just the ticket sales, but also the overall interest and feedback from partners and our stakeholders.”
The AO 2027 global campaign kicked off in late August, taking in Hong Kong, Beijing, Singapore, the US, India, Japan and Korea, before a Melbourne double-header featuring a presentation for media, stakeholders and staff, and the AO Long Lunch with content creators.
The activity continues in Brazil this week, with further events planned across China, India, Malaysia and Japan all the way through to January.
Among the highlights so far:
- The AO 1 Point Slam and tournament launch in China generated more than 50 million impressions (double last year's China launch) and more than 5300 media clippings.
- More than 200 million social media impressions in the first 24 hours from guests at the AO Long Lunch, the inaugural AO content creator launch in Melbourne.
- Record early demand for Rod Laver Arena tickets and the famous AO Ground Pass.
The momentum follows the successful launch in Melbourne, providing a first look at what's new for January, including a reimagined, multi-storey Grand Slam Oval with 45 per cent more space and triple the shade, and 17 per cent more seats at the western courts thanks to the biggest grandstand ever constructed at Melbourne Park.
"The AO has become a truly global sporting and entertainment event, connecting with fans well beyond the three weeks of the tournament, and we're seeing that passion grow across our key international markets," Abdo said.
"Our fans know the AO delivers something special – the world's best players, an incredible atmosphere and an experience that goes well beyond the tennis court.
"We're continuing to raise the bar, with more space, more seats and more ways for fans to be part of the action.
"There's still three months to go, but the early response tells us fans can't wait for January, and neither can we."
The calendar of AO global events ranges from AO 1 Point Slams and the Asia Pacific Wildcard Playoff in China, to Ballkid trials in Korea and India, and major junior events in Japan and Brazil – many graced by the presence of the magnificent AO singles trophies – the Norman Brookes Challenge Cup and the Daphne Akhurst Memorial Trophy.
The global event lineup includes:
- Five-city AO 1 Point Slam across China, including Beijing, Hangzhou, Shanghai, Shenzhen and Chengdu
- China Open collaboration
- AO Asia Pacific Wildcard Playoff in Chengdu, China
- Consulate events in Mumbai and Bengaluru and business networking events slated for India in December
- AO Reserve launches with Mark Philippoussis in Hong Kong and Singapore
- AO Travel & Experience business and networking events in New York, following a successful foray into the market with a symposium with the Golden State Warriors in San Francisco last year
- Ballkid trials and business events in Korea
- AO Junior Series South America in Sao Paulo, Brazil
- Dunlop Road to the AO Junior Championships and Asia Pacific Elite 14/u Trophy in Japan
- BOSS, new Official Outfitter of the AO, will launch their collab range in Singapore, Malaysia and Japan
- "AO by the Quay" live site event at Clarke Quay in Singapore for the last four days of AO 2027, in conjunction with our broadcast partner beIN Sports.
Tickets for AO 2027 are on sale via Ticketmaster.