The traditional two-week Grand Slam tennis tournament is a thing of the past. A quiet revolution has transformed the lead-up to the sport's biggest events into major public spectacles, with the Australian Open's record-breaking 'Opening Week' leading the charge.
The Arms Race for Spectacular Lead-In Weeks
For years, the week of Grand Slam qualifying was a well-kept secret. Lower-ranked players battled for main draw spots in front of sparse crowds, while the sport's stars practised away from the spotlight. Access was often free, but fan engagement was minimal. That landscape has been utterly transformed by a competitive drive between the Australian Open and the US Open to create the most engaging pre-tournament festival.
While the US Open rebranded its qualifying as 'Fan Week', the Australian Open opted for 'Opening Week'. Both concepts share a core goal: to attract tens of thousands of new spectators with affordable access to watch top players practise and see professionals compete. A grounds pass for the Australian Open's Opening Week costs just A$20 (around £10), while entry to the US Open's Fan Week is completely free.
Record-Breaking Crowds and Festival Atmosphere
The success of this strategy in Melbourne has been staggering. This week, tournament organisers have announced comically large daily attendance figures that have demolished previous records. On Monday, 29,261 spectators passed through the gates of Melbourne Park, obliterating the old record of 7,543. By Thursday, the daily figure had soared to 35,805, with a four-day total of 136,248.
The atmosphere is now more akin to a festival than a tennis tournament. The Grand Slam Oval, a dedicated space with food venues and hundreds of seats, has been bustling even on weekday afternoons. A central stage hosts trivia games, musical performances, and player appearances. The week also serves a grassroots purpose, with mini-tennis courts and initiatives like giving away 5,000 free rackets to children.
Open practice sessions have become major events in themselves. Novak Djokovic and Carlos Alcaraz have drawn crowds large enough to fill the entire open section of the 15,000-seat Rod Laver Arena. The schedule is packed with exhibitions, including the Red Bull Bassline tournament and the high-profile 'One Point Slam' competition, which offered a A$1 million jackpot.
Wimbledon Risks Being Left Behind
While the Australian and US Opens push forward, and the French Open attracts solid crowds to its qualifying, Wimbledon faces unique challenges. Its qualifying event is held off-site at Roehampton, and the delicate grass courts of the All England Club are not suited to hosting large-scale pre-tournament festivals. The club's ambitious 'Wimbledon Park Project', which aims to bring qualifying on-site with new courts and a public park, is currently mired in a High Court legal battle.
As US Open tournament director Stacey Allaster declared last year, the US Open is now a three-week event. The Australian Open has emphatically followed suit. This shift represents a fundamental change in how tennis's biggest tournaments engage with fans, turning a once-quiet preamble into a central part of the spectacle. Wimbledon, for now, remains the last true two-week Grand Slam, watching as its rivals race ahead in the new era of the tennis festival.
