The Product

Outgoing Australian Open tournament director Craig Tiley was quoted on the "festivalisation" of the core tennis product:

As well as the One Point Slam, this year's Australian Open featured an opening ceremony that doubled as an evening with the ever-popular Federer, plus superstars such as Novak Djokovic and Aryna Sabalenka playing warm-up sets on Rod Laver Arena. All of which came, of course, with a money-spinning entrance fee. Around the grounds, superstar music acts, hip restaurant link-ups and family fun events have turned the Australian Open into the Glastonbury of tennis - a cultural jamboree blending