Ticketmaster has broadened its portfolio of grand slam tennis properties through a new global partnership with Tennis Australia which is set to create a first for major sports and entertainment events in the country.
Under the deal, terms of which were not disclosed, Ticketmaster becomes the official ticket agent for the Australian Open, the new ATP Cup tournament, Brisbane International, Adelaide International and Hobart International.
The agreement includes zero ticketing fees for fans attending tennis events across the country, a first for major sports and entertainment events in Australia. The end of the Aus$5.90 (€3.70/$4) ticket fees to attend the Australian Open will comes as the Melbourne tournament makes further moves toward digitisation, with Ticketmaster’s Presence technology designed to make buying tickets easier and safer for fans and minimise ticket fraud and scalping.
Craig Tiley, chief executive of Tennis Australia, said: “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. 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.”
Globally, Ticketmaster has been a long-time partner of tennis and currently serves as the official ticketing partner to the United States Tennis Association (USTA) and the US Open, the Championships Wimbledon, Paris Masters, Miami Open and the ABN AMRO World Tennis Tournament. The company recently announced a partnership with Tennis Canada.
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, fans with accessible requirements will receive a more personalised service than ever before.
Jared Smith, Ticketmaster’s global president, said: “Ticketmaster is the only true global platform that can connect the Australian Open to millions of tennis fans around the world and we are very excited to be helping Tennis Australia grow their international audience and bring more visitors to Australia each year.”
Tennis Australia has posted some eye-catching numbers in the five years since Richard Heaselgrave was appointed as its chief revenue officer. Attendance figures for the Australian Open have increased by more than 50 per cent from 650,000 in 2014. Each year since has broken the records set by the previous for attendance and revenues.