MELBOURNE, Australia — The primary spherical of the Australian Open continues to be days away, and we do not know who will face who because the draw is but to be launched, however the Australian Open is already in full swing and greater than 100,000 followers have already come by way of the gates.
Grand Slams have historically been ‘two-week occasions’, that, to a lot of the public, start with the primary spherical of motion on a Sunday or Monday, and conclude two weeks later with the ladies’s and males’s finals performed in entrance of packed stadiums.
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However a quiet revolution has been sweeping Melbourne Park. Match director Craig Tiley has made no secret of his campaign to make sure the Australian Open — nicknamed the joyful Slam — is a favorite amongst gamers and followers.
And coining the week normally reserved for qualifiers, and off-Broadway, media-only occasions just like the seedings and attracts to be a part of an expanded ‘Opening Week’ is a masterstoke that has already paid off.
For 3 days, the Monday by way of Wednesday of the Opening Week, 100,443 followers have poured by way of the gates at Melbourne Park. It has been busy. There have been queues for meals distributors, and trams have been packed. Via three days final 12 months, on the most attended Australian Open of all time? 47,095 punters attended — fewer than half.
However this is not luck, on the a part of Tiley and co., however a calculated effort to carry extra individuals into the match and make sure the Australian Open stays the individuals’s Slam.
All the match’s promoting featured January 12 as the beginning date. Opening Week, whereas presumably obscure in its which means (is it Spherical 1, or is it qualifying?), was plastered in all places. And there was a giant push to carry huge names — whether or not tennis gamers, music acts, or meals and beverage distributors — into Melbourne Park early to boost the product and ambiance.
Take Wednesday night time’s night time’s ‘1 Level Slam’. A easy premise; a bracket of execs reminiscent of Coco Gauff, Carlos Alcaraz, and Jannik Sinner in opposition to native celebrities and novice Australians, all vying for a A$1 million (US$668k) money prize. Win one level and transfer on. No second possibilities. Excessive drama, high quality leisure.
Final 12 months, it was a daytime occasion, on the much-smaller court docket at Kia Enviornment (which can maintain 5,000 if full), and it wasn’t televised internationally. This 12 months, Tiley pushed it into prime time, in entrance of a bought out 14,000 individuals at Rod Laver Enviornment, and ensured it was beamed internationally.
And everybody purchased in. Nerves have been excessive amongst qualifiers and the professionals, who weren’t given the luxurious of a second serve. In the event that they served a fault, they have been out. It led to softer ‘second serve’ motion, bringing the amateurs into the competition. Who served and obtained was decided by the age-old basic: rock, paper, scissors.
So entertaining was the thought, that social media was abuzz with tennis followers wanting extra. Subsequent 12 months in Melbourne, on the different Slams. Even top-ranked execs had ranges of FOMO.
Now that I am really watching it on TV, large L from me to not be enjoying the one level slam, this seems to be like a lot enjoyable 😂
— Taylor Fritz (@Taylor_Fritz97) January 14, 2026
And much more satisfying for everybody concerned, it was an novice, Jordan Smith from New South Wales, who gained the occasion and the million, defeating two-time defending Australian Open winner Jannik Sinner (who faulted to turn out to be eradicated), and prime 10-ranked lady Amanda Anisimova on his method to the ultimate, beating world no. 117 (and 1 Level Slam qualifier) Joanna Garland within the ultimate.
The occasion was entertaining, if a bit of drawn out, with a number of too many advert breaks (however hey, they pay the payments), however the thought has legs and can solely develop sooner or later.
And there is extra to return. Roger Federer will grace Rod Laver Enviornment as soon as once more, in what’s been dubbed the inaugural ‘Opening Ceremony’ on Saturday night time, the night time earlier than the primary draw commences. He’ll seem in a ‘Battle of World No. 1s’, alongside former rival Andre Agassi and Australian greats Patrick Rafter and Lleyton Hewitt.
Elsewhere all through the week, Tiley has additionally invested closely within the tennis-adjacent leisure as nicely. World class music acts have been booked to carry out, at cheap costs, within the precinct through the usually-quieter qualies. UK pop group Sizzling Chip, DJ Elderbrook, legendary Aussie digital act The Presets are amongst these performing to get followers by way of the gates.
The grounds of Melbourne Park have additionally been improved once more. Extra inexperienced areas, extra shade, extra bars, extra meals retailers, extra to do and see. You possibly can spend a day wandering the surrounds and never see a ball being hit — and be happy.
Influencers and content material creators, flashing their Open-sponsored accreditations round, have been exhausting at work exhibiting off the handfuls of distinctive and unique food and drinks distributors scattered across the grounds — the most important attraction being US burger big Shake Shack, making its debut down below as a pop up for the 12 months’s first Slam. Social media is alive with content material, and a essential draw ball hasn’t even been hit.
However whereas that is all optimistic for Tennis Australia, and Tiley, there’s room for a wholesome dose of skepticism too. Coining the qualifiers week as ‘Opening Week’ has resulted in a bit of angst from some followers, a few of whom really feel the week was misrepresented.
On TikTok, one fan described the follow as “tremendous misleading”. One other mentioned there was “no indication” that Opening Week referred to qualifying, and a 3rd mentioned “they actually ought to have made it clearer” that it was not essential draw motion.
However which will simply be a small pattern dimension, and you may’t argue with the numbers. 100,443 of them.
Having greater than double the variety of followers attending the primary three days of Opening Week in comparison with 2025 is undoubtedly a roaring success for Tennis Australia, and simply exhibits what innovation, funding in high quality leisure, infrustructure, and hospitality, and maybe just a bit cloudiness in advertising can obtain.
The Australian Open actually is a juggernaut. A world class occasion. A dwelling, respiratory behemoth that simply retains ticking the fitting packing containers.
