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Everyone’s an influencer now – even the tennis stars
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When world No.1 Aryna Sabalenka popped on a pair of Gucci sunglasses for her post-match press conference and joked that she couldn’t speak because her mind was on shopping, the impact of influencer culture on the Australian Open was evident.
The tournament and the sport of tennis itself has become increasingly commercialised over the years, and the top players are not immune to the pressure to shill for their supper.
Sabalenka uses both traditional media appearances and her own social media presence with 4.2 million followers to help promote her many partnerships.
Influx of influencers leaves tennis fans frustrated at Australian Open
Fans say influencers are changing the experience of the Australian Open. (Composite: Hannah Dalsasso Instagram, Georgia Murrayy Instagram, Sophadophaa TikTok)
After a record number of people streamed through Melbourne Park's gates for the first day of the Australian Open this year, Tennis Australia boss Craig Tiley said: "Cricket's in December. Our objective is we want to own January."
Part of that strategy is to make the tournament about more than just tennis. Over the three weeks — including qualifying week and main draw — the sporting precinct becomes a behemoth of brand activations, activities and entertainment.
There's also the slew of influencers who descend on the tournament and post relentlessly across social media. Many get invited to premier experiences and seating by brands in exchange for content to their followers, which can range from a few thousand to millions.
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Tennis party a $600m sugar hit for Victoria, but beware the hangover
At the bar floating on the Yarra River where Novak Djokovic and Eva Lys have been spotted in the past couple of weeks, the sun is shining and the drinks are flowing.
“We’re selling cocktails by the carafe and champagne by the bottle,” says Tom Byrne, head of operations at HQ Group that runs Afloat, Arbory and Her Bar, three current inner-Melbourne spots that are running hot during the Australian Open tennis tournament.
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