• by Tanya Gazdik , 3 hours ago

Tennis Australia and the Australian Open are hosting an invite-only conference aimed at CMOs and senior brand executives.

AO Matters will take place during the Australian Open in Melbourne, Australia on Jan. 21. The goal of the first-ever conference linked to the sporting event is to explore the future of global sports partnerships and brand engagement.

Topics include the “festivalization” of sports, emerging technologies, fan experience innovation and cultural trends driving industry growth.

The invite is going out to 100 hand-picked marketing leaders for a morning of thought leadership, networking, and unique experiences, followed by tennis.

"This is an opportunity to shape the future of global sports partnerships, share insights, and build meaningful connections in an environment that celebrates innovation and world-class entertainment,” says Roddy Campbell, Tennis Australia director of partnerships and international business, in a release. 

The conference is being sponsored by Ticketmaster, TikTok and sports and entertainment company Wasserman.

Confirmed speakers include Evan Zeder, director of global sports marketing, New Balance and Verity Edgell, director consumer marketing and sponsorship, Mastercard.

The most-attended tennis event in the world (1.2 million fans) is now a three-week culture festival, driving strong ROI for brands representing categories from tech and travel to entertainment, fashion and wellness, including Marriott, New Balance, Mastercard, Chubb, Mars and Roblox.

Leadership made a strategic decision to expand the AO into an entertainment-driven festival experience that's becoming one of the most creative playgrounds for brands in the world. The shift is paying off. Last year's AO set a new record with 50+ sponsors, up 35% from 2024.

The event also generated 758 million cross-platform viewing hours, and a global reach of 2 billion, according to event organizers.