Realestate.com.au has been unveiled as the official real estate partner of the Australian Open in a new multi-year sponsorship deal with Tennis Australia. The partnership launches ahead of the 2026 tournament, bringing together property and sport.
The AO collaboration will see realestate.com.au connect with millions of tennis fans outside of the typical buying and selling season and will continue recent momentum in audience growth.
Realestate.com.au will have virtual on court signage across Rod Laver Arena, Margaret Court Arena and John Cain Arena as well as an onsite activation area at The Village precinct so fans can feel at home at the AO. Over finals weekend, fans can participate in the realestate.com.au Rally for their chance to hit with tennis legends and win prizes.
Partnering with creative agency, 72andSunny, realestate.com.au has launched a bespoke campaign for the AO including two new TVCs featuring Pat Rafter. The TVCs show Pat in the crowd engaging with fans between sets and the creative is an extension of realestate.com.au’s current brand campaign, which dials into the relatable truths and conversations Australians are having about property every day.
“Property is a national pastime in Australia, so celebrating realestate.com.au’s partnership with the Australian Open in the stands felt like a natural extension of the brand campaign. Bringing an iconic Aussie brand together with Aussie tennis legend Pat Rafter helped us spark property conversations in a way that’s authentic, fun and memorable – and it’s only getting better as the tournament goes on,” said 72andSunny chief creative officer, Wez Hawes.
Bespoke, contextual outdoor creative will run in premium high-traffic locations across Melbourne during the AO. The outdoor campaign begins at Melbourne Airport arrivals with baggage carousels welcoming fans to ‘Australia’s biggest tennis event whilst a wrapped tram will travel on routes 70 and 75, taking fans to and from Melbourne Park.
REA Group general manager audience and marketing, Sarah Myers, said the AO is a cultural moment that unites Australians and provides a great platform to build brand love and trust.
“We’re incredibly excited to be the official real estate partner of the Australian Open, an iconic event that captures the nation’s attention and provides an unparalleled platform to connect realestate.com.au with millions of Australian tennis fans.
“Over the summer months Australians are at home thinking about upgrading, downsizing or making a sea or tree change. Showing up at the Australian Open in a truly integrated way in such a premium environment is an exciting opportunity. We know the national conversation anchors to property and sport so it was the perfect fit to bring our two brands together.”
“We’re excited to welcome REA to the Australian Open. The AO is all about bringing people together, and realestate.com.au is a brand Australians know and trust. This partnership is designed with fans in mind, from fun moments around the precinct to creative storytelling on broadcast, bringing another fun, feel-good element to the AO experience for all fans all summer long,” added Tennis Australia chief commercial officer, Cedric Cornelis.
The media roll out through media agency, Kaimera includes a broadcast partnership with Nine, which will amplify realestate.com.au’s prominence with significant integration during Nine’s coverage of the AO across broadcast, print and digital. As an official broadcast partner, realestate.com.au will feature live in play and sponsor key segments including ‘Aussies in action’ and a broadcast tour of Melbourne Park.
“It was important that we didn’t just put our logo on something, but to authentically bring to life the realestate.com.au brand throughout the AO with our partnerships with Tennis Australia, Nine and YouTube,” concluded Myers.
Credits:
Client: realestate.com.au
Agency: 72andSunny
Media: Kaimera
Production company: Cousin
Executive Producer: Nick Simkins
Director: Ariel Martin
DOP: Stefan Duscio
Post production: Arc Edit
Editor: Laurence Van Camp
Producer: Sally Quade
