MELBOURNE: The Australian Open will join forces with Livewire to support the AO Summer Smash featuring Fortnite, a global competitive Fortnite event run during the tournament’s final week.
The AO Summer Smash is a core part of the AO’s innovation strategy, which aims to diversify the event’s audience and reach, and 2024 will be the sixth consecutive year the AO has produced Fortnite tournaments.
Livewire, a global gaming tech company, has an expansive background connecting some of the world’s biggest brands into the gaming ecosystem.
“The AO Summer Smash featuring Fortnite is a huge part of our organisation’s innovation strategy, allowing us to connect with new fans, and helping us to promote the event in the digital and gaming sphere, beyond the traditional sporting realm,” Machar Reid, Tennis Australia’s Head of Innovation said.
“We are really excited to be partnering with Livewire, who have extensive experience connecting brands with the gaming and tech industry, which will help to amplify our event further and support our overall strategy,” Reid continued.
The relationship between the AO and Livewire aims to drive authentic partnerships that align with the AO’s focus on innovation and diverse entertainment.
“We’re continuing to see the world of sports, gaming and entertainment converge. Gaming is intertwined with culture and is captivating sports fans worldwide. Enter Fortnite, a cultural phenomenon combined with the prestige of one of the greatest sports tournaments in the southern hemisphere; the Australian Open,” said Adam Fischer, Head of Commercial, ANZ, for Livewire.
“Livewire is excited to work with Tennis Australia, igniting the AO Summer Smash featuring Fortnite experience and connecting brands with gaming audiences.”
