New Partnership Enhances Fan Experience
Park has entered into a partnership with global ticketing giant AXS to manage ticketing services for events beyond the Australian Open. This collaboration is designed to enhance the ticketing experience for fans attending sports, music, and entertainment events at the venue.
AXS powers some of the world’s most iconic venues, including The O2 in London, Crypto.com Arena in Los Angeles, and T-Mobile Arena in Las Vegas. The company has a proven track record, working with over 1,600 recognizable brands across sports and entertainment, and delivering for major events like the LA28 Olympic and Paralympic Games and Coachella Music and Arts Festival.
Locally, AXS has supported components of Ed Sheeran’s Loop Stadium tour, Robbie Williams’ upcoming BRITPOP tour, and the Foo Fighters’ Australia/New Zealand tour. Their expertise will now be applied to Melbourne Park’s venues, including Rod Laver Arena, AAMI Park, John Cain Arena, and Margaret Court Arena.
According to Melbourne Park CEO John Harnden AM, "This partnership with AXS continues our focus on elevating the fan experience at Melbourne Park, delivering a world-class ticketing journey to match our world-class sports, music and entertainment experiences."
Impact on Melbourne Park
This collaboration promises to support Melbourne Park's diverse event calendar, which features live music, international sports, and other major events. By introducing new digital platforms and technology, AXS will streamline the experience for audiences, promoters, and partners, solidifying Melbourne Park's status as a premier live events destination.
Andrew Travis, CEO of AXS Australia and New Zealand, expressed excitement about the partnership, stating, "Melbourne Park is an iconic live events destination, and we are excited by the opportunity this partnership offers in bringing our flexible, connected ticketing approach to life in support of a truly world-class fan experience."
Melbourne Park is managed by the Melbourne and Olympic Parks Trust and contributes significantly to Victoria's economy by hosting numerous events annually. The partnership with AXS will enhance the venue's capability to attract and accommodate a wide range of events, reflecting Victoria’s commitment to delivering unforgettable experiences at scale.
This initiative is expected to introduce new digital technologies designed to improve the purchase journey, accessibility, and overall customer experience across the precinct's iconic venues. The partnership aims to supercharge the state's live events landscape, driving visitation, supporting thousands of jobs, and enabling one of the world’s most diverse calendars of major events.
Last updated: 22 April 2026, 5:34 pm
