It’s that time of year again for Melbourne – everyone is talking about the iconic Australian Open.

Renowned as one of the most innovative sports events in the world, the Australian Open isn’t just about tennis anymore – it’s a premier sporting event and entertainment brand.

I have to confess that I have only actually attended the Australian Open once, and that was 10 years ago. As someone who isn’t super excited about tennis, I didn’t feel like the event offered much for me. The ‘highlights’ of my day included: traipsing around for hours, choosing from minimal food options, getting horrifically sunburnt, and missing out on the Garnier stand where you could get a mini makeover (there was a ridiculously long line that I wasn’t prepared to wait in.) To sum up, I didn’t have the best customer experience and it clearly left a lasting impression however I’m keen to see how they have evolved their entertainment offerings since then.

These days, sporting events have increasingly been directed at providing an entertainment experience beyond fans turning up just to watch the sport. Sponsors and partners create social media worthy moments and provide food and entertainment alongside the sporting event.

Last year, the US Open enhanced entertainment value and increased their social media presence in partnership with YourMoji, creating a series of Snapchat filters for US Open fans, including on-site social booths where thousands of fans could upload their experience. Heineken also integrated with the event by providing refreshment at the Heineken Red Star Café with a spacious area for guests to unwind and keep track of the matches.

Wimbledon on the other hand creates a stark contrast to the usual trend, where simplicity is key to maintaining a strong and successful brand. Characterised by its lack of commercial presence and onsite branding, Wimbledon still brings in huge crowds, with the highest attendance to a sporting event in the UK in 2016. The few partners of the event are relevant and useful, aligning seamlessly with the Wimbledon brand. For example, in 2015 Jaguar had an activation where biometric wearable technology monitored the heart rate and movement of the crowd, so those at home could feel a part of the excitement and joy of the match.

Whilst, I’m sure, Australian Open has evolved in the decade since I was last there, this year they are making headlines having undergone a complete rebranding, from the logo to the entertainment provided. The new AO2017 promises cutting-edge innovation and engagement, connecting new audiences and creating a world of tennis around them.

Next week I’m heading to the tennis to see if I’ll be talking about my experience in 10 years again – hopefully this time for positive reasons.

In preparation for my day, I have purchased sunscreen and packed my hat (I have no plans to get sunburnt this time around!), and scoured the new AO website to see what they have on offer.

Aside from a star-studded tennis schedule, the AO is boasting a completely redesigned Grand Slam Oval, with four themed areas to represent the Grand Slams around the world (Paris, London, New York and Melbourne), complete with food and drink, styling, and partner activations. They have a Social Park with social media activations, photo opportunities, mega screens, and (apparently) much, much more. The AO have even launched a brand new mini theme park for the kids, AO Ballpark, complete with a LEGO Play Zone, Medibank Play Park, NERF Battlezone HQ, and again, so much more.

With 32 sponsors/partners (compared to the 11 that Wimbledon has carefully selected), I can’t wait to see if AO2017 feels cluttered and crowded, leaving me craving more simplistic but effective entertainment, or if it will be as exciting and engaging as promised.

Stay tuned to hear if the actual customer experience lives up to the hype…

Written by Emma.