4 Feb 2025
The soft grunt of effort as racquet meets tennis ball, the squeak of shoes on the court, the triumphant cheer as a player’s stroke lands a point—these moments aren’t just the sound of world-class sport; they’re the backdrop to bustling business opportunities at the Australian Open (AO).
From Monday, January 6 to Sunday, January 26, Melbourne's iconic event didn’t just serve up thrilling matches—it served up a big boost to Melbourne’s economy. Attracting top tennis players, sports fans, and visitors from around the world, this year’s 2025 Australian Open (AO) was a success not only for sport, but for businesses at the event and across Melbourne.
The Economic Boost
The 2025 Australian Open set a new record with more than 1.2 million fans at Melbourne Park, up from 1.11 million last year. The excitement around the event spread to nearby businesses who according to NAB, saw over $275 million poured into local pubs, bars, and restaurants. Accommodation and retail saw a spike with spending, with visitors from overseas and interstate soaking up the city vibe.
Spotlight on Success: Local Businesses at the AO
The Australian Open isn’t just a platform for tennis stars, it’s a launchpad for local businesses and we caught up with All Things Equal and Oho who shared their journey with us.
All Things Equal: Hospitality with Heart
All Things Equal is a Melbourne-based social enterprise that uses hospitality as a tool for employment and career pathways for people with disabilities. Their partnership with the Australian Open was a perfect match, bringing their popular cafe items, like jaffles, chia puddings and ice cream, to the hungry public.
Jess Colgan of All Things Equal, says:
“Together with GingerSnap Patisserie, owned by proud deaf man Brett Duncan, we also wanted to create two signature desserts that added pops of colour to our menu.”
Brett designed the Tennis Ball Tart, using fresh summer flavours, shaping it into a perfect tennis ball dome, alongside a Fairy Bread lamington that was a showstopper for kids. Both were vegan and gluten-free and this menu generated significant buzz on social media.
Seven trainees from All Things Equal were employed at the AO, and the event itself hired 100 people with disabilities, including roles at the Deaf Tennis Championships.
“The AO team was fantastic to work with, and they were deeply committed to ensuring a fully inclusive event. It was an opportunity to showcase our values and our food.”
For All Things Equal, the exposure was invaluable. Their partnership with the AO amplified their social impact, leading to positive media coverage and public recognition, including coverage on Channel Nine, The Age's Good Food, and 3AW.
“Thousands of people saw our brand front and centre every day as they walked through the Ball Park. It’s priceless exposure for a small business.”
Tackling a major event for the first time, the All Things Equal team knew preparation was key. With careful planning and strong communication, the menu was delivered seamlessly, ensuring quality service and minimising waste.
Customers made return visits for the fresh, healthy food and Olympic gold medallist Jess Fox dropped by to interview trainee Paul and try their famous tarts and lamingtons! Jess Colgan, CEO of All Things Equal, shares her advice for businesses stepping into major events:
“Back yourself to do big things! Know your strengths and focus on those to bring your business to life. Plan as much as possible, whilst also expecting the unexpected. Major events are full of surprises, so you need to be flexible, have a laugh at the challenges, then keep going! It will be worth it!”
Oho: Innovating Sports Compliance at the AO
Melbourne-based Oho is Australia’s first automated screening solution for sports, care, and community sectors. Their always-on technology helps prevent compliance breaches, making safeguarding easier and more secure.
The AO Startups program provided Oho with unmatched visibility throughout the tournament, connecting them with key decision-makers, sporting networks, and tech partners – a huge opportunity for growth and innovation.
Liv Whitty, CEO of Oho, shares her experience:
“Being a part of the AO Startups Portfolio for 2025 was a game-changer for Oho. It not only accelerated a major deal with Tennis Australia to safeguard their tennis programs from grassroots to Grand Slams but also positioned us at the forefront of compliance innovation in sport.”
For Oho, the AO Startups program reinforced the impact of their technology in the sporting sector, creating new opportunities and building key connections.
“It is already opening doors to sporting stakeholders, fast-tracking integrations with sports management systems, and even creating opportunities for an international pilot.”
But it wasn’t without its challenges. Liv reflects:
“We had to really impress the team with our product, business model, leadership, and traction—and excitingly, we did! Oho’s alignment with Tennis Australia and the AO Startups program has created a strong foundation for an incredible partnership.”
For Oho, the Australian Open was the perfect platform to amplify their tech’s potential and its impact on the sporting world.
Check out the Australian Open’s collaboration opportunities and see how your brand can shine on the global stage!
https://ausopen.com/vendorshttps://ausopen.com/artist-community-engagement
https://aostartups.ausopen.com
Start planning your next big move now and learn how to get noticed in a crowded market with our 5 creative tips!
https://business.vic.gov.au/learning-and-advice/hub/5-creative-ways-to-get-your-business-noticed