Festival and Special Events: Australian Tennis Tournament

This article discusses the Australian Tennis Tournament, a charity event that raises funds for handicapped and paralyzed individuals. It covers the purpose, marketing strategies, and evaluation methods of the event. The tournament is held annually in Sydney, Australia and features men's and women's singles, doubles, mixed doubles, and junior championships. The event is marketed through social media, print media, and advertising. Evaluation methods include face-to-face interviews, questionnaires, and qualitative research methods.

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Festival and Special Events
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Festival and Special Events
Contents
The event.........................................................................................................................................3
The purpose goal and objective of the event...................................................................................3
The marketing of the event..............................................................................................................3
Methods to be used to evaluate the event........................................................................................4
References........................................................................................................................................6

Festival and Special Events
The event
On the basis of the executed analysis, it has been noted down that Australian tennis is a Tennis
tournament that has been organized within Sydney. It is a tennis tournament that is held annually
over the last fortnight of the month of April and May in the city of Sydney, Australia. This sports
event was first held in the year 2010 and is also considered as the biggest tournament and Tennis
events of the year (Osipov and Vonog, 2016). The main features of this sports event are the
matches of men’s and women’s singles, men’s and women’s singles and mixed doubles and
junior championships. The other special features of this sports event for handicapped and
paralyzed are also conducted such as for the wheelchair, legends and exhibition events. The
tournament was played on the grounds made of grass courts but after that, there have been some
changes in the courts. Now there are two types of Hard-court are used for playing on the playing
grounds. These grounds are Green colored Rebound Ace; this ground was used also used in the
events till the last few years (Taks, Chalip and Green, 2015). This sports event has been
recognized as one of the topmost ranked and liked event in the region. There is the number of
local sportspersons that have gained names due to their magnificent games and victories in this
event.
The purpose goal and objective of the event
The tennis event discussed above is a charity event that is organized in the local regions with a
motive for raising funds and capital for the handicapped and the paralyzed individuals. Providing
these individuals with some financial help and other facilities so as to make their life better for
present and future has been considered as the main goal of this sports event (Hu, Chen and
Tzeng, 2016). This sports event is also organized for generating awareness for being health fit
and fine. Moreover, the locals are involved in the preparation of the food items served during the
sports events so as to provide them employment and aid them in earning money. It has also been
observed that some local celebrities and sports personalities are also invited for promoting the
event.

Festival and Special Events
The marketing of the event
There are various tennis events takes place in Australia due to increase in the number of tennis
fans (Funk, Alexandris and McDonald, 2016). There are sports authorities and sponsors who
support such events associated with the tennis game. Tennis is an indoor game which is liked by
most of the people (Jordan, 2016). It is usually played between two players and the game can be
of singles and doubles.
Australian sports team hosts various events associated with tennis game in which many players
participate and is performed annually or within six months (Gonzalez, Estévez and Griffiths,
2017). This event consists of mixed doubles, championships for juniors, men’s/women’s singles
and doubles. Tennis game was first played in Sydney, Australia and now is the permanent sport
of the Grand Slam Event. There are many tennis lovers and players participate in the event for
which marketing needs to be done. It helps the tennis favorites to watch the game live either on
social media or television.
The promotional event was conducted by the event organizers by using social media sites. They
preferred social media platform as it could receive number of players and viewers for the
Australian sports event (Berg and Braun, 2017). Organizers want to promote the event to
different cities of the world and to have a reach of a large number of viewers. Social media is the
best platform when it comes to the marketing of any event. It helps in engaging audience living
in different parts of the world. The tournament season of tennis game included viewers from
various countries of the world.
The creative was designed representing the highlights of the game. On the Facebook, the tennis
game was made life so that people who were not able to come to Sydney can see while sitting at
their homes (Schmid, Kexel and Djafarova, 2016). The live videos also increased the insights of
the tennis game Facebook page and have also increased the YouTube subscriber's rate. Since the
tennis game event occurs annually or within 6 months people have more excitement to watch the
live game. Engaging traffic on Facebook, marketing was also done using print media and
advertising of the tennis game. The news updates were published in the newspapers and also
promoted on news channels over television. For advertising the tennis game event, banners were
printed and were placed at different locations in Sydney. This attracted people from various
fields to watch the game (Shank and Lyberger, 2014).

Festival and Special Events
Methods to be used to evaluate the event
On the basis of detailed survey and the data analyzed after the completion of the sports event, it
has been concluded that the Australian Tennis event was a successful event in the number of
aspects. It has been noted that the event earned good amount of charity and funds and that was
further utilized for helping the required one (John, Stewart and McDonald, 2013). The below
mentioned are some of the aspects through which the sports event has been evaluated.
To gather the relevant information to know about the highlights of the tennis game, questionnaire
and interview technique was used. The face-to-face interviews were conducted by the marketers
of tennis game event from different tennis players, coaches, sponsors, viewers of the game and
other people associated with a game. Later, when the game was finished questionnaires were
send to the viewers to know about the success of tennis game (Lopez-Gonzalez, Estévez and
Griffiths, 2017).
According to the data collected by the qualitative data collection method, it has been found out
that tennis game event was liked by many people. However, there were some negative responses
also about the tennis game (Rogers and Davidson, 2015). The data collection methods provided
relevant information about the tennis game event.
Marketing increases the visibility of the tennis game on various social media channels like
Facebook, twitter, YouTube and many more. This helps many people to stay connected with the
recent updates and the other related aspects of the tennis game (Shank and Lyberger, 2014).
Successful marketing of tennis game will help in better advertising of the game, reach to more
number of viewers, increase the sponsorship and increase in the number of sales.
Marketing will be beneficial to accomplish goals of the sports authorities. As per the inquiry
made by the Australian sports authorities, the strengths and weaknesses of marketing the tennis
game have been highlighted. The data were analyzed using qualitative research method to ensure
that the information is correct about tennis game marketing. From the recent studies, it has been
found out that with the help of tennis game marketing, the participants were increased about 15%
in the latest tennis game event (Better evaluation, 2017).

Festival and Special Events
References
Better evaluation, 2017. Approaches. [Online] Better evaluation. Available at: [Accessed: 16
April 2018]
Funk, D., Alexandris, K. and McDonald, H. (2016) Sport consumer behaviour: Marketing
strategies. New York: Routledge.
Hu, K.H., Chen, F.H. and Tzeng, G.H. (2016) Evaluating the improvement of sustainability of
sports industry policy based on MADM. Sustainability, 8(7), p.606.
John, A., Stewart, B. and McDonald, B. (2013) Mixed doubles: Political hegemony, urban
entrepreneurialism and the Australian open tennis championships. The International Journal of
the History of Sport, 30(2), pp.162-178.
Jordan, L.A. (2016) Staging Sports events: Challenges and opportunities. In Sports Event
Management (pp. 21-42). Routledge.
Lopez-Gonzalez, H., Estévez, A. and Griffiths, M.D. (2017) Marketing and advertising online
sports betting: a problem gambling perspective. Journal of Sport and Social Issues, 41(3),
pp.256-272.
Lopez-Gonzalez, H., Estévez, A. and Griffiths, M.D. (2017) Marketing and advertising online
sports betting: a problem gambling perspective. Journal of Sport and Social Issues, 41(3),
pp.256-272.
Osipov, A. and Vonog, V. (2016) Ensuring a possibility of high quality training of students as
sports volunteers for competitions in terms of organizing and running Universiade-2019. Journal
of Physical Education and Sport, 16(2), p.361.
Rogers, T. and Davidson, R. (2015) Marketing destinations and venues for conferences,
conventions and business events (Vol. 14). New York: Routledge.
Schmid, B., Kexel, C. and Djafarova, E. (2016) Multidimensional Sports Spectators
Segmentation and Social Media Marketing. World Academy of Science, Engineering and
Technology, International Journal of Social, Behavioral, Educational, Economic, Business and
Industrial Engineering, 10(8), pp.2673-2676.

Festival and Special Events
Shank, M.D. and Lyberger, M.R. (2014) Sports marketing: A strategic perspective. New York:
Routledge.
Taks, M., Chalip, L. and Green, B.C. (2015) Impacts and strategic outcomes from non-mega
sport events for local communities. European sport management quarterly, 15(1), pp.1-6.
Van Den Berg, L. and Braun, E. (2017) Sports and city marketing in European cities. New York:
Routledge.