oOh!media has extended its long-term partnership with the Australian Open in a multi-year deal across its national out of home network.
The partnership will see dynamic AO content appear across all seven oOh! formats during the three-week tournament, including opening week and two weeks of main draw competition.
That content will include countdown moments, breaking headlines, live scores and match highlights, giving advertisers a way to align campaigns with the tournament as it unfolds.
During AO26, brands including Jacob’s Creek, Qantas Frequent Flyer, Philips, Adobe, NRMA Insurance and Airtasker used oOh!’s dynamic tennis content to reach audiences across Australia.
Australian Open content across the country
The Australian Open remains one of the country’s most visible summer sporting events, with Melbourne becoming a major domestic and international travel hub during the tournament.
According to oOh!media, the event drives more than 3.38 million passenger movements through Melbourne Airport alone, with Australian Open content visible across the company’s network from arrival to departure.
Phil Brook, director of audience at Tennis Australia, said the partnership helps extend the event beyond Melbourne Park.
“This is the biggest event in the world during January, and we want to be across every screen possible. Our partnership with oOh! enables us to reach more eyeballs, build more interest in tennis, and connect with fans wherever they are,” Brook said.
“In addition, we have a huge international and interstate audience and when they step off the plane, the first thing they see is Australian Open content across Melbourne Airport. That is the impact of our partnership, which continues to grow stronger each year.”
Out of home opportunity for brands
Bel Harper, chief product and marketing officer at oOh!media, said the agreement gives brands more ways to connect with audiences during summer.
“Collaborating with the Australian Open lets us create richer, more relevant moments for brands and audiences alike, with dynamic digital content delivered in the right context driving measurable uplift for advertisers,” Harper said.
“As we reach the defining month of summer, it is a clear demonstration of how oOh! helps brands cut through and connect on an unmissable scale. It is the ideal time for marketers to explore how these moments can elevate their summer campaign activity.”
This year’s Australian Open recorded attendance of more than 1.37 million across the three-week event.
In 2025, the AO contributed nearly $565.8 million to the Victorian economy, according to figures cited by oOh!media.