oOh!media lines up major brands for biggest Australian Open program yet

oOh!media has unveiled its largest Australian Open advertising program to date, partnering with Jacob’s Creek, Qantas Frequent Flyer, Philips, Adobe, NRMA Insurance and Airtasker to tap into one of Australia’s biggest summer sporting moments.

Now in its fourth year, the out-of-home group will broadcast live match scores and highlights from the Australian Open across its Office, Airport, Street, Road, Rail and Retail digital networks, allowing brands to integrate with live tournament content as play unfolds.

Jacob’s Creek returns as the official wine partner of the Australian Open following a seven-year hiatus, extending its presence nationally through oOh!’s out-of-home network.

“Partnering with the Australian Open puts Jacob’s Creek on one of the biggest stages in sport, and extending our presence across oOh!’s network amplifies that impact,” said Amy Darvill, marketing director ANZ at Vinarchy. “Summer is when Australians are out socialising and celebrating together, and this integration keeps us top of mind by reaching fans wherever they are.”

Mark Fairhurst, chief revenue officer at oOh!media, said the program reflects growing advertiser demand around major cultural and sporting events.

“We’re thrilled to have Jacob’s Creek, Qantas Loyalty, Philips, Adobe, Airtasker and NRMA Insurance taking centre stage,” Fairhurst said. “These partnerships connect brands with fans in high-impact ways, in real time, across our premium environments. With fan engagement at an all-time high, there’s still room for more brands to join this major summer event.”

Airtasker chief commercial officer Fiona Stevens said the brand was continuing to push the boundaries of out-of-home through its partnership with oOh!media.

“We’re excited to team up with oOh! on this innovative Australian Open integration,” Stevens said. “Turning a major cultural moment into nationwide brand engagement helps inspire more Aussies to get anything done this summer.”

Last year’s two-week tournament helped drive a 16% year-on-year increase in consumer spending across Melbourne, alongside more than 1.5 million passenger movements through Melbourne Airport.

The 2026 Australian Open runs from 18 January to 1 February, offering brands a high-dwell, brand-safe window to reach audiences during peak summer activity.