Over 21 days, a crowd of 1.2 million poured through the gates of the Melbourne & Olympic Park precinct and crowned the Australian Open 2025 the most attended Grand Slam in its 120-year history.
This year’s tournament was more than just a record-breaker—it was a showcase of innovation. As attendance soared past 2024’s milestone, Ticketmaster and Tennis Australia redefined the fan experience through cutting-edge advancements in ticketing and event access.
The 2025 Grand Slam excitingly marked the introduction of a new and enhanced ticket experience in Apple Wallet, making the Australian Open the first event in Australia to offer this feature.
Fans using their iPhone could seamlessly access their tickets, explore venue accessibility details, event guides, merchandise, food options, and more—all in one place. By the end of the tournament, 34% of attendees had embraced this streamlined, digital-first experience.
Building on last year’s AO Express Entry trial, 2025 saw facial recognition technology rolled out to every gate, ensuring faster and more efficient entry for all attendees. As the number of visitors continues to grow, Express Entry will play a pivotal role in making access to the event smoother than ever.
Innovation extended beyond entry gates. We implemented seamless integrations of corporate hospitality across the purchase journey, so fans had more choice in tailoring their AO experience, while partnerships with online travel agencies like Ctrip unlocked new opportunities to engage audiences in China.
On the ground, fans benefited from shorter queues and hands-on support thanks to an enhanced box office experience. Team members, equipped with portable devices, could assist fans directly in line, resolving issues in real-time through TM1 Sales and TM1 Orders technology. Additionally, the introduction of a Resale platform gave fans the flexibility to securely transfer or resell their tickets with ease.
With more fans than ever attending the Australian Open, Ticketmaster was a key partner in delivering effortlessly executed on sales, streamlined entry and on-ground support, ensuring that every fan’s journey at the Australian Open 2025 was nothing short of extraordinary. Ticketmaster is proud to partner and work with the Australian Open every year as they sit at the forefront of innovation and consistently deliver an outstanding event for tennis fans.
