The Australian Open: Where Global Brands Build Long-Term Power

Josh Faulks, AANA CEO, reflects on how the Australian Open has evolved into a global commercial powerhouse — delivering massive reach, affluent audiences and a premium brand halo beyond sport. Rolex shows the power of consistent, understated presence in building long-term brand equity, while Kia proves how sustained partnerships can transform brand perception and trust. The lesson for business leaders is simple: sponsorship works when it’s strategic, well-activated and patient — driving emotional connection and long-term growth that traditional advertising can’t.