AO StartUps, the pioneering sports and entertainment tech program powered by Tennis Australia and the Australian Open, today opened applications for its 2025 mid-year intake.
With its proven track record of propelling emerging startups onto the global stage, AO StartUps continues to reshape how sport and technology intersect.
“AO StartUps is about more than just new ideas – it’s about real-world solutions that can transform our sport and elevate our major events. We’re proud to support visionary founders who want to make a global impact,” Tennis Australia Director of Innovation Dr Machar Reid said.
“The mid-year intake is designed to provide an extended runway for founders to work closely with our Innovation team to craft a pilot in the run up to AO 2026.
“One of the hallmarks of AO Startups’ success is that 70 per cent of the portfolio companies have gone on to secure commercial deals, which is testament to the quality of the startups and Tennis Australia’s appetite to take risks and drive innovation.”
Launched in 2022, AO StartUps has now supported more than 30 startups across verticals including participation, fan engagement, high performance and event operations.
Participating companies gain access to real-world testing environments at the Australian Open and other Tennis Australia events, along with mentorship, marketing and commercial pathways through a global sports tech network.
The sport and entertainment verticals of most interest during the upcoming intake include player performance and health technologies, onsite/offsite fan experiences and all things pickleball.
Early-stage tech companies have until 28 May 2025 to apply.
Visit aostartups.ausopen.com to learn more and apply.
About AO StartUps
AO StartUps is the latest step in Tennis Australia’s innovation and venture capital strategy which helps startup companies pilot their cutting-edge technology at the AO and other areas of Tennis Australia’s business.
Companies participating in AO StartUps are given the opportunity to prove their business models in real time and directly access proprietary intel and exposure at one of the world’s largest sports and entertainment events. It’s been designed to extract maximum value for the startup, streamline corporate processes that can often stifle innovating at speed, and provide an opportunity for investment via Tennis Australia’s venture capital fund, Wildcard Ventures.
The creation of AO StartUps follows the launch of Tennis Australia’s Venture Capital fund (Wildcard Ventures) and its multi-year partnership with global accelerator powerhouse, Techstars.