A few factors have helped the Australian Open market itself as the ‘Happy Slam’.
Sun-soaked Melbourne summer days boost the dopamine levels, while the feelgood factor is helped by the party atmosphere around the grounds.
Superstar DJs, hot bands, hip restaurant link-ups and premium alcohol brands are available around the site, which is based in the heart of Melbourne’s central district.
Tournament director Craig Tiley understands the importance of closing the gap on Wimbledon, the French Open and US Open in terms of status and commercial pull.
Players talk glowingly about the event, with particular emphasis placed on the quality of facilities behind the scenes.
However, a group of leading players are said to be “disappointed” the organisers still don’t provide a greater share of the total revenue – even though a record prize pot of £55m is available this year.
Wider concerns remain over player welfare and, with the Australian Open having a history of issues with heat and late-night finishes, those issues could come to the fore again over the next fortnight.
