Written by Sophie Babic

As a major sporting event, the Australian Open (AO) showcases the world’s best tennis players to compete in the first Grand Slam tournament of the year. But over the years, it has become so much more than just a tennis competition; it is a reputable, coveted and priceless branding opportunity.  

This year’s tournament had it all – Channel 9 controversies, new champions and the first-ever AO Pickleball Slam. In fact, the 2025 Australian Open shattered records, becoming the most-attended edition in the competition’s 120-year history.  

The huge growth is thanks to a new strategy, turning the event into an immersive festival of entertainment, food, music, and innovation featuring world-class dining, pop-up bars, and interactive brand activations. 

 With 91 per cent of consumers claiming they are more likely to purchase a product after attending a brand activation, it’s no surprise that brands want a piece of the action. However, the best activations are those that feel natural, serve a purpose, and enhance the event experience. 

This year several brands stood out with engaging activations. Here is IMPACT’s list of who did it best! 

Bondi Sands  

At the Australian Open, Bondi Sands made an impact with strategically placed pop-up sunscreen stations, ensuring fans stayed protected under the harsh Aussie sun. Cooling mist areas provided instant relief from the heat with friendly brand representatives on hand offering samples.  

 This practical and well-executed activation not only reinforced Bondi Sands as an Australian-owned essential but also demonstrated a genuine duty of care, keeping visitors safe at the AO while seamlessly integrating into the event experience. Harnessing the power of product sampling allowed consumers to try out the products firsthand and continue the relationship after the event.  

With a crowded sunscreen market, this was the perfect opportunity to put an Australian brand in front of a global audience, whilst keeping them safe from the strong UV rays. 

 MECCA 

MECCA’s standout activation inside the brand new TOPCOURT seamlessly blended beauty with the thrill of sport. In an era where events like these attract influencers and celebrities, this collaboration was a natural fit for the Australian beauty retailer.   

Visitors immersed themselves in the experiential event with makeup, skin, and hair services, enhancing their connection to the brand. By requiring attendees to visit the pop-up to book their personalised treatment, and return at their designated time, the brand created multiple touchpoints with the consumer engaging them throughout the entire process.  

Adding to the experience, a photo booth transformed snapshots into vibrant Mecca Summer Club videos, perfect for social sharing and boosting digital engagement. MECCA’s activation was a clever response to the summer heat, ensuring guests looked and felt refreshed throughout the day. With Eventbrite reporting 73 per cent of millennials agreed that a fear of missing out (FOMO) drives the need to seek new experiences, this was an offering that went beyond tennis. 

Battle of the beverages 

Aperol, Red Bull and Grey Goose created stunning outdoor pop-up bars at this year’s Open, enhancing the vibrant atmosphere with their unique brand experiences while acquiring new customers in the process.  

What Pimm’s is to Wimbledon, Aperol has become to the Australian Open. Bringing a slice of Italy to the summer tennis scene, the Terrazza Aperol pop-up featured branded umbrellas providing much-needed shade and an inviting stylish, relaxing and Instagrammable space for spectators. A long-standing partner of the AO, Aperol’s latest activation is part of its extended partnership with Tennis Australia for the next three years. 

Setting up in the heart of the action, Red Bull made a statement with signature cocktails crafted specifically for the Australian Open. The brand introduced its Rally Station bar with table tennis setup allowing guests to engage in some friendly competition. As the Official Energy Drink Partner of Padel Australia, Red Bull brought the rapidly growing craze of Padel to the Open, giving visitors the chance to pick up a racket and experience the exciting fusion of tennis and squash firsthand. This collaboration was a fun and interactive way to showcase the brand’s values and identity, while engaging with consumers. 

Serving out for the battle of the beverages was the tournament’s official vodka partner, Grey Goose who celebrated its status with signature serve of the Australian Open, the Lemon Ace cocktail. The creation quickly created buzz, becoming a social media staple and attracted global media coverage for its exclusivity to the AO’s Grey Goose Rooftop at the Courtside Bar. The beverage was bolstered by an influencer campaign, gifting the ingredients to Aussie influencers to recreate the drink at home. With all bases covered, this was game, set and match to France’s GG.  

If you would like to know more about brand activations or how we can support your events, contact Trish McGee at trish@impactagency.com.au.