Brands all in on the court: the AO’s effect on marketing

Sporting events like the Australian Open have this incredible ripple effect that goes far beyond the court—and brands are all in.

With the tournament in full swing, we’re seeing brands like July, Seed Heritage, and Cotton On releasing tennis-inspired campaigns and product lines.

Why?

Because sporting events don’t just attract fans—they create cultural moments. And smart brands know exactly how to tap into that.

(From left) Luggage brand July’s collaboration with the AO, a tennis attire inspired dress from Seed Heritage, Cotton On’s Thanasi Kokkinakis inspired active shorts

Why does this work? Let’s talk psychology:

1. People want to feel included.

Sporting events create this massive sense of community. Everyone’s watching, talking about it, and soaking up the energy. Buying into themed products makes people feel like they’re part of the action—even if their only tennis experience is awkwardly holding a racquet in high school.

2. It’s all about emotions.

Sports stir up all the feels—passion, pride, excitement. Brands that tie their products to those emotions instantly deepen their connection with customers. It’s not just a bag or a shirt anymore; it’s a piece of the moment.

3. Trending = relevance.

By aligning with a big event like the Australian Open, brands position themselves as current, cool, and relevant. People are drawn to what feels fresh and on-trend—it’s marketing 101.

4. Exclusivity wins.

Limited-edition, event-inspired products trigger FOMO like nothing else. The urgency to grab something before it’s gone? That’s powerful.

Here’s what the best brands are doing right now:

Launching tennis-inspired collections to attract everyone from die-hard fans to those who just love the vibe.

Creating campaigns that scream “Game, Set, Match!” It’s not about slapping a tennis ball on a billboard—it’s about weaving the event’s energy into the brand story.

Collaborating with athletes and events to boost credibility and visibility. Sponsorships and partnerships are the perfect serve (pun intended).

(From left) MerchGirls sportily styled summer merch kit, Adidas’ 2025 Melbourne Collection, M&M’s hosts it’s first pop-up shop at the Australian Open

At the end of the day, it’s all about understanding that these events aren’t just sports—they’re cultural touchpoints. When brands tap into that, they don’t just sell products—they sell an experience, a memory, a feeling.