oOh!media extends Australian Open partnership in multi-year deal

oOh!media has extended its partnership with the Australian Open, signing a multi-year deal to bring live tournament content to its national out-of-home network.

The partnership will see dynamic Australian Open content run across all seven oOh! formats during the three-week tournament, including opening week and the two weeks of main draw competition.

The content will include countdown moments, breaking headlines, live scores and match highlights, giving advertisers a way to connect with audiences as the tournament unfolds.

During AO26, advertisers including Jacob’s Creek, Qantas Frequent Flyer, Philips, Adobe, NRMA Insurance and Airtasker used oOh!’s dynamic tennis content to reach audiences nationally.

This year’s tournament attracted more than 1.37 million attendees across three weeks. In 2025, the Australian Open injected almost $565.8 million into the Victorian economy.

Melbourne Airport also recorded more than 3.38 million passenger movements during the event window, with oOh!’s airport network giving the Australian Open and partner brands visibility from arrival to departure.

Phil Brook, director of audience at Tennis Australia, said the partnership helps extend the tournament beyond the precinct.

“This is the biggest event in the world during January, and we want to be across every screen possible,” Brook said.

“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.”

Bel Harper, chief product and marketing officer at oOh!media, said the partnership gives brands the chance to connect with audiences through contextual, live content.

“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.