AO TOPCOURT
Youth-focused Australian Open precinct at Birrarung Marr.
TOPCOURT is the Australian Open's youth-focused fan precinct, located at Birrarung Marr — a next-generation playzone where tennis collides with digital culture, gaming, creators, music, esports and fan participation.
Evolved from earlier concepts like The Zone, TOPCOURT was developed as part youth culture playground and part entertainment venue — a deliberate attempt to give younger audiences a reason to engage with one of the world's largest sporting events on their own cultural terms. The space integrates immersive activations, creators, DJs, esports tournaments and large-scale live programming into a single connected environment.
My work on TOPCOURT has spanned strategy, programming, creative development, supplier engagement and commercial framing — including the integration of AO LIVE Opening Week ticketed shows that now bookend the early days of the tournament.