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Ticket fees will be scrapped for fans attending next year's Australian Open, saving the 800,000 tennis fans who attend the event each year around $4.7 million.
The scrapping of the $5.90 ticket fees to attend the grand slam in January, as well as other major tennis events across the country, is a significant win for tennis fans and a first for major sports events in Australia.
The move comes as a result of a new partnership between Tennis Australia and Ticketmaster, which will see Ticketmaster become the official ticket agent for the Australian Open, the ATP Cup, and the Brisbane, Adelaide and Hobart Internationals, where ticketing fees will also be dumped.
Under the new deal, the Australian Open will offer digital tickets as an option which can be delivered directly to fans' mobile phones and will help minimise ticket fraud and scalping.
The unprecedented move could see sports fans putting pressure on other codes to follow suit.
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CEO of Tennis Australia Craig Tiley said the organisation was excited to be leading the way.
"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. 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," he said.
Maria O’Connor, Managing Director of Ticketmaster Australia and New Zealand, said the new partnership would save fans money.
"Through our partnership, fans will be able to access digital tickets which will ensure a much more personalised experience, while increasing security measures and minimising ticket fraud," she said.
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