3 min read

Tennis Australia Signs Global Partnership With Ticketmaster


Ticketmaster’s new global partnership with Tennis Australia will see the American ticket sales agency become the official ticket agent for the Australian Open, the ATP Cup, Brisbane International, Adelaide International and Hobart International.

In a first for major sports and entertainment events in Australia, the new deal will see fans pay zero ticketing fees when attending tennis events across the country.

“With more than 800,000 fans coming through turnstiles every year, the Australian Open is one of the highest attended sporting events in the world,” CEO of Tennis Australia, Craig Tiley, said.

“We are fully committed to delivering the best possible experience to our fans, from the moment they decide to buy their ticket, to when they come through the gates.”

“Partnering with Ticketmaster gives us another opportunity to offer world-class service to fans attending the Australian Open, along with our events across the country as part of the summer of tennis.”

The Australian Open is also moving towards further digitisation, with Ticketmaster’s fan-first technology designed to make buying tickets easier and safer for fans and minimise ticket fraud and scalping.

Digital tickets will be provided through Ticketmaster’s cutting-edge Presence technology, making the end-to-end fan journey – from buying tickets to accessing the venue – more personalised and convenient.

Digital tickets will be delivered directly to fans’ mobile phones and can easily be transferred to friends.

“Ticketmaster is very proud to be working with Tennis Australia to revolutionise the way fans access tickets,” Managing Director of Ticketmaster Australia and New Zealand, Maria O’Connor, said.

“Through our partnership, fans will be able to access digital tickets which will ensure a much more personalised experience, while increasing security measures and minimising ticket fraud.” 

Ticketmaster will also launch a bespoke online booking service to assist fans with a disability through a new inclusion commitment.

Developed with the assistance of Get Skilled Access, the consultancy championed by Grand Slam champion Dylan Alcott OAM, fans with accessible requirements will receive a more personalised service than ever before.

“Along with the team at Get Skilled Access, we’ve been working with Ticketmaster to ensure that fans have greater and fairer access to tickets at next year’s Australian Open,” Dylan Alcott OAM said.

Globally, Ticketmaster has been a long-time partner of tennis and currently serves as the official ticketing partner to the USTA and the US OpenThe Championships WimbledonRolex Paris Masters, the Miami Open, the ABN AMRO World Tennis Tournament and more recently announced a partnership with Tennis Canada.

The partnership will also provide Tennis Australia with the opportunity to grow its international audience through Ticketmaster’s global database that includes close to one million customers who travel internationally for sporting events, and one billion visitors that hit Ticketmaster websites globally.

Tickets for the Australian Open 2020 will go on sale on ticketmaster.com.au from 8 October 2019.

It's free to join the team!

Join the most engaged community in the Sports Business World.

Get all the latest news, insights, data, education and event updates.