The Briefing Landlords scoring big on tax breaks + Why Aus sport needs influencers
Jan 29, 2026
Ben Clare, Creative Director at We Are Social Australia, discusses influencers at the Australian Open and creator-driven sponsorships. He explains who pays creators and how branded content helps subsidize the tournament. He contrasts festival-style visibility with traditional sporting culture and predicts more creator presence at single-event spectacles.
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Change Camera Policies To Respect Players
- Tennis Australia should listen to players and adjust camera and access policies to protect privacy.
- Implementing changes around camera placement could reduce player complaints and spectacle friction.
Australian Open As A Cultural Festival
- Tennis Australia has repositioned the Australian Open as a three-week cultural festival beyond just sport.
- That festival model attracts younger audiences and sponsors, changing who fills prime seats and how the event is funded.
Influencer Deals Vary Widely
- Payments for influencer attendance vary from access-only to six-figure deals depending on creator reach.
- Brands and AO partners negotiate a wide spectrum of value and perks for creators.