Major ace for tennis fans as ticket fees scrapped for Australian Open
Tennis fans have scored a major ace, with booking fees for tickets set to be scrapped from all seats in a first for Australian sport. Will the other major codes follow suit?
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Ticket fees will be scrapped from all seats to the Australian Open and tennis majors around the country in an unprecedented win for Aussie sports fans.
In a first for Australian sports and major events, the popular Melbourne grand slam will eliminate ticket fees with the hope that other major codes may follow suit.
Tennis fans will no longer have to pay a $5.90 surcharge just to purchase their seats under a new multi-year deal that will see Ticketmaster take over as the official ticket seller of the Open.
Ticketmaster will also become the official ticket agent for the ATP Cup, meaning the Adelaide, Brisbane and Hobart Internationals will also be fee-free.
Tennis Australia chief executive and Australian Open director Craig Tiley told the Sunday Herald Sun the move put the ball in the court of other codes and events to slash fees from ticket purchases.
“With more than 800,000 fans coming through turnstiles every year, the Australian Open is one of the highest attended sporting events in the world,” Mr Tiley said.
“We are fully committed to delivering the best possible experience to our fans from the moment they decide to buy their ticket to when they come through the gates.”
AFL Fans Association president Gerry Eeman said he hoped the move would spur on the league to do the same for its supporters.
“Booking fees have long been used as a licence to print money,” he said.
“The price charged for what is essentially an automated service is crazy. It would be great to see them scrapped in the AFL.”
The new tennis ticket deal will also see the Australian Open move towards digital tickets, with fans encouraged to use mobile phone and watch technology in an effort to minimise fraud and scalping.
Ticketmaster Australia and New Zealand managing director Maria O’Connor said the deal would “revolutionise the way fans access tickets”.
“Through our partnership, fans will be able to access digital tickets, which will ensure a much more personalised experience, while increasing security measures and eliminating ticket fraud,” she said.
Digital tickets will be provided through Ticketmaster’s cutting-edge Presence technology, delivered directly to fans’ mobiles and easily transferable among friends.
“Partnering with Ticketmaster gives us another opportunity to offer world-class service to fans attending the Australian Open, along with our events across the country as part of the summer of tennis,” Mr Tiley said.
Paper tickets will still be allowed at next year’s Open, but digital entry passes will be encouraged and are considered safer by event organisers.
Originally published as Major ace for tennis fans as ticket fees scrapped for Australian Open