Australian Open 2025

In 2024, Badge of Honour became a licensee of Tennis Australia, delivering a dynamic range of official Australian Open (AO) 2025 merchandise that catered to fans both online and at Melbourne Park. Our products showcased the full scope of our capabilities while celebrating the iconic AO brand; however, it was the introduction of the inaugural Match Day Program—a first-of-its-kind merchandise concept that brought tennis fans closer to the action with exclusive, limited-edition, daily draw t-shirts—that was the most groundbreaking contribution to AO’s merchandise program.

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Challenge: Scaling-up for a global sporting event

When Badge of Honour became an official licensee of Tennis Australia for the 2025 Australian Open (AO), we faced an exciting but complex challenge—delivering a diverse and high-quality range of event merchandise at scale. With hundreds of thousands of fans attending and shopping both online and on-site, we needed to execute flawlessly across product design, production, logistics, and retail operations. Our goal was to create unique, high-impact accessories that would enhance the fan experience while showcasing the AO brand. Additionally, we saw an opportunity to introduce a completely new merchandise concept that would deepen fan engagement and generate increased revenue streams.

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Solution: Innovation, agility, and precision execution

Leveraging our expertise in large-scale event merchandising, we developed and produced an extensive range of AO-branded accessories, including cushions, fans, and even snow globes—demonstrating our capability to manufacture a diverse mix of products at volume. However, our most significant innovation was launching the Match Day Program, a first-of-its-kind merch concept for the AO. This program featured limited-edition Match Day T-shirts, designed and printed overnight to showcase the men’s and women’s draw for the main courts each day. The complexity of this initiative required meticulous coordination—from custom artwork and high-speed production to an agile point-of-sale (POS) strategy. We built and deployed mobile retail carts, allowing Tennis Australia to optimise sales locations based on real-time crowd flow.

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‍Results: A sell-out success and future scalable solutions

The Match Day Program was met with overwhelming enthusiasm, with multiple days selling out of these exclusive T-shirts, proving the demand for hyper-relevant, time-sensitive merchandise. Our ability to execute at scale—designing, printing, and delivering products overnight—showcased our operational excellence and flexibility. Tennis Australia benefited from both increased fan engagement and new revenue opportunities, reinforcing the power of strategic, event-driven merchandise. This success demonstrates Badge of Honour’s capability to deliver high-quality, customised retail solutions for major events, setting the stage for even bigger innovations at AO 2026 and beyond.