The Australian Open has been focused around tennis since it began in 1905, but according to one sponsorship expert, the Melbourne event is now as much about sponsors leveraging branding opportunities as it is about the game.

Brian Levine, Blinc International sponsorship specialist said “With 650,000 people expected to walk through the doors this year, the Australian Open has become a very effective way for businesses to get their brands into the public domain.

Signage on court and corporate hospitality are good branding activities but today’s consumer wants more than that. They want to experience the brand, form an association with the brand and interact with the brand.”

Levine said sponsors of the Australian Open have leveraged their opportunities exceedingly well this year. Among them, Nintendo provided the opportunity for fans to participate in games of Wii and DS against Australian Open Players.

Panadol provided four minute free massages to relieve stiff necks and tension and ANZ helped ANZ card holders to ‘skip the line’ when queuing to enter Rod Laver
Arena and gave a free rickshaw ride from the train station to the courts.