The Australian Open (AO) is strategically positioning itself as a dominant January event, with Tennis Australia expanding the tournament's appeal beyond traditional tennis. This approach involves transforming Melbourne Park into an entertainment hub, featuring brand activations, various activities, and a heightened social media influencer presence, a strategy that has contributed to record crowd numbers.
Influencer Integration: A Strategic Approach
Influencers attend the AO through invitations from brands or with enhanced access granted by Tennis Australia. Organizers have explicitly stated a desire to integrate with the narratives created by these content producers. An anonymous TikTok influencer reported experiencing pressure from organizers, detailing a system where content creation was directly linked to access and perks.
A requirement for 20 posts to access a designated creator lounge, and a tier system that rewarded content quantity and audience impressions with perks such as backstage tours and prime seating.
While brands manage their individual collaborations with influencers, Tennis Australia does not provide direct payment or cover travel expenses for these content creators.
Traditional Fans Voice Concerns
This evolving tournament environment has generated frustration among some long-time tennis fans. These fans have reported significant issues, including overcrowding and extended queues for matches. Many perceive a notable shift in the tournament's atmosphere, moving from a sports-focused event to one that increasingly emphasizes fashion and social visibility.
Specific concerns include influencers occupying prime seats while appearing disengaged from matches, focusing primarily on content creation, or departing early. Some fans have also observed a decline in traditional fan attire, such as national colors, in favor of more fashionable dress.
Diverse Perspectives on Fandom
Conversely, perspectives from academics and new fans suggest a broader view of fan engagement. Dr. Kasey Symons, a lecturer in sports media, offers a counter-argument to the notion of a singular "right" way to be a fan.
She advocated for the embrace of diverse methods of connecting with sport, including casual attendance and social media interaction.
Dr. Symons also noted that disruptive behavior can originate from various fan groups, not exclusively from influencers.
Discussions have also highlighted the role of influencers in attracting new demographics, particularly women, to tennis, drawing parallels to increased female viewership in Formula 1 and the NFL. However, some female creators have expressed concerns regarding exclusivity and a lack of diversity in brand invitations to AO events. Others have voiced frustration when female influencers publicly demonstrate a lack of tennis knowledge, potentially undermining efforts by women striving for serious engagement in the sport.
Organizational Responsibility Amidst Evolving Fan Base
While acknowledging valid concerns regarding a perceived lack of engagement with the sport itself by some attendees, one fan attributed issues such as overcrowding and long lines primarily to organizational aspects managed by Tennis Australia, rather than solely to the presence of invited influencers.