Tennis fans have converged on Melbourne Park and with the 2025 tournament well underway, RMIT experts explore the broad appeal and impact of the event.
Dr Kevin Argus, Senior Lecturer, Design Thinking and Marketing
Fans and fan engagement
"The Australian Open is no longer solely about sport. It has evolved to become far more dynamic, featuring live music, food and drink, and more.
"The event's proximity to the city, its sense of safety, and the family-friendly nature all contribute to its success.
"Fans are also attracted to its prestige and the fact that it's aspirational. They find it exciting to attend because it's about social connection and a shared community experience.
"Sponsors are leveraging this vibe; they no longer have a naive marketing perspective about loyalty. They've matured, and they're getting better intel and a sense of why people are coming to the event.
Dr Meg Elkins, Senior Lecturer, Economics
Economy and consumer behaviour
"The Australian Open generates enormous economic benefits, not just in ticket sales but indirectly, through jobs, accommodation, hospitality and retail. Last year, it injected more than $530 million into the local economy.
"As an economist, we talk about the 'multiplier effect'. So every dollar that is spent by a family at the Australian Open could multiply something like fivefold in the economy.
"Just like the post-Boxing Day spend, it's a 'feel good' spend. It's summer, we're more carefree, and we have time to enjoy and invest in these events.
"And, the lovely thing about sports is we never know the outcome. So it generates excitement, it generates anticipation, and we know this type of cultural participation, that brings so many people together, generates enormous community wellbeing.
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