Game, set, watch: Securing 155m YouTube views for the Australian Open 2025
CHALLENGE
Our longtime client partner Tennis Australia asked us to bring the magic of Melbourne to life on YouTube once again for the 2025 Australian Open.
As a major tournament watched by millions around the world, the Australian Open has various restrictions on broadcasting and usage of match footage. It was up to our Sports team to work alongside Tennis Australia to deliver channel management, rights management optimisation and publishing across short- and long-form video and livestreaming.
SOLUTION
We devised a content strategy that maximised available broadcast footage in each available territory, implementing geo-targeting policies for each content strand we published during the tournament.
With content ranging from highlights to livestreaming content series like AO Animated and AO Bluezone, we created, optimised and published over 2,000 videos to feed the appetite of the Australian Open’s 2.7 million-strong subscriber base.
This included over 400 sponsored and organic YouTube Shorts and optimising all assets with metadata and custom graphics for every single video. All in just two weeks.
Finally, our rights management team overcame copyright infringement by removing unlicensed livestreams, manually claiming over 1000 UGC assets, implementing Content ID across the Australian Open channel and resolving copyright claims and disputes.
results
155m
views (in-tournament)
6m
hours video watch time
6m
livestream views
826m
impressions
+63%
tournament revenue YoY
2k+
videos published
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