Tennis Australia and Ticketmaster agree partnership for tennis events

September 8, 2019

Tennis Australia and Ticketmaster have today announced a new global partnership which will see Ticketmaster become the official ticket agent for the Australian Open, the ATP Cup, Brisbane International, Adelaide International and Hobart International.

The new agreement brings with it the bonus of zero ticketing fees for fans attending tennis events across the country, a first for major sports and entertainment events in Australia.

The Australian Open is also moving towards further digitisation, with Ticketmaster’s fan-first technology designed to make buying tickets easier and safer for fans and minimise ticket fraud and scalping.

Digital tickets will be provided through Ticketmaster’s cutting-edge Presence technology, making the end-to-end fan journey - from buying tickets to accessing the venue - more personalised and convenient. Digital tickets will be delivered directly to fans’ mobile phones and can easily be transferred to friends.

Announcing the global partnership, Tennis Australia Chief Executive, Craig Tiley (pictured below) today advised “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."

Maria O’Connor, Managing Director of Ticketmaster Australia and New Zealand, added “Ticketmaster is very proud to be working with Tennis Australia to revolutionise the way fans access tickets.

“Through our partnership, fans will be able to access digital tickets which will ensure a much more personalised experience, while increasing security measures and minimising ticket fraud.”

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 OAM, fans with accessible requirements will receive a more personalised service than ever before.

Alcott explained “along with the team at Get Skilled Access, we’ve been working with Ticketmaster to ensure that fans have greater and fairer access to tickets at next year’s Australian Open.”

Globally, Ticketmaster has been a long-time partner of tennis and currently serves as the official ticketing partner to the USTA and the US Open, The Championships Wimbledon, Rolex Paris Masters, the Miami Open, the ABN AMRO World Tennis Tournament and more recently announced a partnership with Tennis Canada.

The partnership will also provide Tennis Australia with the opportunity to grow its international audience through Ticketmaster’s global database that includes close to one million customers who travel internationally for sporting events, and one billion visitors that hit Ticketmaster websites globally.

Ticketmaster’s global President, Jared Smith concluded “we’re fortunate to work with incredible tennis partners in every corner of the globe and connect fans to the best tennis events around the world.

“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.”

On Friday, Ticketek announced an extension of its ticketing agreement with Australian Open host venue Melbourne and Olympic Parks for another five years.

Tickets for the Australian Open 2020 will go on sale on ticketmaster.com.au from 8th October 2019, and ATP Cup from 18th September 2019.

Images: Tennis fans Jack Iacoco, Vanessa Pillai and Lee Champion show off the new Ticketmaster digital tickets for Australian Open Top, courtesy of Fiona Hamilton) and Craig Tiley (below).

6th September 2019 - Ticketek extends historic Melbourne and Olympic Parks partnership for another five years

30th July 2019 - Ticketmaster to introduce new anti-ticket scalping technology in Australia

25th July 2019 - Tennis Australia to change hardcourt surface for Australian Open

24th July 2019 - Tennis Australia partners to encourage sports technology innovation

18th June 2019 - Live Nation and Ticketmaster announce partnership with Dylan Alcott’s Get Skilled Access accessibility initiative

24th May 2019 - Live Nation Australia extends NAB partnership

6th May 2019 - Ticketmaster prepares for sales integration with Apple Pay

15th April 2019 - Work underway on latest stage of Melbourne Park redevelopment

29th March 2019 - Hopman Cup to end in Perth in favour of men only ATP Cup tournament

4th March 2019 - Ticketmaster extend market lead in global entertainment ticketing

7th January 2019 - Sydney to stage finals of new ATP Cup event

4th February 2019 - Adelaide’s redeveloped Memorial Drive Tennis Centre to host new tour event

10th October 2018 - 2019 Australian Open prepares to showcase ‘worlds best’ player facilities

17th August 2018 - Majority of nations vote for new season-ending Davis Cup tournament

23rd January 2018 - Australian Open fans turned away after buying resale tickets

10th November 2017 - Australian Open named Best International Sporting Event at 2017 SPIA Asia Awards

30th January 2017 - 2017 Australian Open breaks attendance records

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.