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M360: Australian Open turns Hits Different strategy into cultural growth engine
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M360: Australian Open turns Hits Different strategy into cultural growth engine
Session From Centre Court to Centre Stage: How the Australian Open Turned a Tennis Tournament Into a Global Icon Date 27 May 2026, Carriageworks, Sydney On Stage Britt Wickes, Head of Event Brand Marketing, Tennis Australia Kristie Atkins, Chair of Australian Marketing Institute & Managing Director WINK The Australian Open has repositioned itself as a cultural platform rather than a purely sporting event, as Tennis Australia outlined a three-yea…
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