Belly up to the bar: AO full of promises for 2024

Australian Open officials are promising a courtside bar for January’s edition of the  Grand Slam as the first major of the season works to expand its financial footprint.

The event is now set to begin a day early on Sunday, January 14, providing a fresh trickle of cash flow and turning the first big date of 2024 into yet another marathon.

That is little problem for organisers in Melbourne, who on Wednesday happily touted improvements such as the bar which will overlook court 14. 

If the have-a-beer US Open is anything to go by, that venue should quickly become Rowdy Central for over-lubricated fans.

What could possibly go wrong, with officials promising “a delicious drinks menu including the AO’s signature non-alcoholic cocktail, DJs and live entertainment along with all the tennis action.”

Shopping will not be forgotten in an effort to keep the wheels of commerce turning, with the “flagship” AO store given top-of -class billing in hopes of luring in even more punters in search of USD 30 t-shirts at the bargain end of the range.

The upcoming Open is promising more shade in the Garden Square area favoured by fans minus pricey showcourt tickets as well as touting more fan access during the pre-event qualifying week and the return of Kids Day.

The expanded major is happily taking part in a general tennis trend of stretching out events to the limit in hopes of generating more cash at the door; Tour Masters 1000 events are doing the same, with many set to expand to an agonising 12 days from an already long nine in time for the 2025 season.