oOh!media has unveiled its largest Australian Open advertising program to date, partnering with Jacob’s Creek, Qantas Frequent Flyer, Philips, Adobe, NRMA Insurance, and Airtasker to capture consumer attention at scale during the year’s first Grand Slam by offering brands a rare chance to integrate with live Australian Open content.
Now in its fourth year, oOh! will broadcast live match scores and highlights from the tournament across its Office, Airport, Street, Road, Rail/Metro and Retail digital networks, engaging audiences as the tennis action unfolds.
Following a seven-year hiatus, Jacob’s Creek has returned as the official wine partner of the Australian Open and will extend its presence nationwide through oOh!’s Out of Home network.
“Partnering with the Australian Open puts Jacobs Creek on one of the biggest stages in sport and extending our presence across oOh!’s network amplifies that impact. Summer is when Australians are out socialising and celebrating together, and this integration keeps us top-of-mind and builds brand awareness by reaching fans wherever they are,” said Amy Darvill, marketing director ANZ, Vinarchy.
“We’re thrilled to have Jacob’s Creek, Qantas Loyalty, Philips, Adobe, Airtasker, and NRMA Insurance taking centre stage. These partnerships connect brands with fans in meaningful, high-impact ways in real time across oOh!’s premium environments. With fan engagement at an all-time high across the Australian Open, there’s still room for other brands to join this major summer event,” added Mark Fairhurst, chief revenue officer.
“We’re excited to team up with oOh! on this innovative Australian Open integration. As always in our partnership, we’re pushing outdoor media further, turning a major cultural moment to boost nationwide brand engagement, while inspiring more Aussies to get anything done this summer,” commented Fiona Stevens, CCO, Airtasker.
With increasing advertiser interest around major cultural events, oOh!’s network continues to attract some big brands looking to align with summer’s most-watched moments, highlighting the event’s growing appeal across premium out-of-home environments.
Last year, the two-week tournament helped drive a 16 per cent year-on-year increase in consumer spending across Melbourne and more than 1.5 million passenger movements through Melbourne Airport.
The 2026 Australian Open runs from January 18 to February 1, giving marketers a powerful window to reach audiences in high-dwell, brand-safe environments during peak summer activity.
