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The 2025 Australian Open has set unprecedented benchmarks, securing a remarkable $84.32 million in sponsorship revenue, a feat highlighted by GlobalData, a premier international analytics company specializing in sports economics. This astonishing figure underscores the tournament’s rapidly increasing global appeal and robust business potential, reinforcing its position as one of the most lucrative and highly regarded sporting events.

Maintaining its prestigious association with the tournament, Kia Motors emerged again as the lead sponsor, contributing significantly with an annual sponsorship deal valued at approximately $15 million. Kia’s enduring partnership, which has become synonymous with the Australian Open, exemplifies the strategic alignment between major international brands and premier sports events, reinforcing mutual growth and visibility on a global scale.

A notable addition to the 2025 sponsorship roster was Red Bull, the global energy drink powerhouse, which entered as the official energy drink partner. Olivia Snooks, Sports Analyst at GlobalData, highlighted this partnership as a landmark: “Red Bull’s entry into the Australian Open sponsorship landscape is significant due to its strong global recognition and dynamic brand image, significantly enhancing the tournament’s appeal to younger and more diverse audiences.”

Alongside Red Bull, the tournament welcomed five new high-profile partners: M&M’s, Waterdrop, EZZ Life Science, and premium spirit brand Grey Goose. These new associations reflect the Australian Open’s broadening commercial allure, appealing to an expansive spectrum of consumer demographics ranging from health and wellness enthusiasts to luxury lifestyle aficionados.

Moreover, GlobalData’s comprehensive “Post Event Analysis—Australian Open 2025″ revealed that the tournament generated a notable $55.16 million in domestic media revenue. This impressive media revenue performance indicates the event’s robust broadcasting appeal, showcasing its stature as a global spectacle that continues to captivate audiences worldwide.

Prize money for the tournament also saw substantial growth, hitting an impressive $60.04 million in total. This marked a nearly 12% increase from the previous year, reaffirming the Australian Open’s commitment to generously rewarding top tennis talent. Both men’s and women’s singles champions, Jannik Sinner and Madison Keys, respectively, each secured a prestigious prize of AUD$3.5 million ($2.17 million), further highlighting the tournament’s global standing and competitiveness.

“The increase in prize money has been phenomenal,” said Snooks. “Since 2016, prize pools have surged by 119%, moving from AUD$44 million ($27.38 million) to its current record level, reflecting the Australian Open’s growth trajectory and its strategic importance in the global tennis calendar.”

Attendance records also shattered expectations. The men’s singles final on Australia Day, Sunday, 26th January, witnessed a capacity crowd of 46,526 as Jannik Sinner defeated Alexander Zverev in straight sets, capturing the imagination of tennis enthusiasts worldwide. Notably, the event surpassed 2024’s total attendance record on the 14th day of play, demonstrating sustained public interest and enhancing Melbourne’s international reputation as a premier sports destination.

“The Australian Open’s unmatched popularity significantly boosted Melbourne’s tourism industry,” Snooks added. “With hotel occupancy hitting 93% at the midpoint of the tournament, local businesses thrived, further underscoring the event’s positive economic impact on the city.”

Such robust attendance and sponsorship figures illustrate the Australian Open’s global significance and indicate a thriving commercial model that effectively leverages its appeal for substantial economic gain. With increasing international interest and consistent enhancements in fan experience, the Australian Open 2025 has undoubtedly cemented its reputation as a world-leading sporting extravaganza, delivering exceptional value to sponsors, fans, players, and Melbourne.

The Australian Open 2025 is a testament to how premier sports events can simultaneously achieve commercial success, sporting excellence, and wide-ranging community benefits.