Australian broadcasting restrictions can be quite…restrictive. However, Australian Tennis has come up with a creative solution for showing Australian Open games to more people: cartoon avatars.
So while Nine Entertainment has exclusive broadcasting rights to the 2025 Australian Open (AO), tennis fans can watch near-live coverage for free on the AO’s YouTube page. They can enjoy real-time commentary along with the stream. The twist? The court, players, and action are all computer-generated.
The move sidesteps traditional broadcasting rights agreements while keeping the essence of the game intact. Plus, it is introducing a new generation of fans to the sport. There’s a natural overlap between those who engage with animated or gaming products and this kind of broadcast.
The footage is far from perfect. Rackets fly out of hands (or disappear altogether), movements can be clunky, uniforms glitch, and more. But, for many who don’t have access to a television or would rather not fork out for a Stan subscription, it’s a great compromise. And the technology can only get better.
Australian Open debuted this strategy in last year’s tournament. The men’s final attracted nearly 800,000 views. This year, the momentum is even stronger.
The technology works by processing data from sensors on the court, creating a graphical representation of the match with only a slight delay. Commentary and sound effects from the live broadcast are perfectly synced, offering a rich, immersive experience for fans.
Other sports have dabbled in similar ventures, such as an animated NFL broadcast with a Simpsons theme and a special in American ice hockey. These experiments aim to attract a new wave of fans while embracing a digitally connected community.
Tennis Australia is no stranger to technological exploration. They’ve dabbled in NFTs and have launched a $30 million venture capital fund, AO Ventures. This fund, backed by notable investors such as Tesla chair Robyn Denholm and the Gnanalingam family, will soon announce its first investments in media and health startups.
Looking ahead, there’s potential for broadcasters to incorporate this technology alongside traditional live coverage.
As the world of sports meets the forefront of technology, Tennis Australia is shaping a future where tennis is more accessible than ever.