Alfonso Medina on reinforcing equality in tennis

Thanks to Alfonso Medina from Tennis Australia for doing an awesome job in answering all the questions.

Full Transcript available in the Sports Geek Nation Member's Area.

Here's the highlight question from the Sports Geek Nation AMA with Alfonso Medina.

Alfonso Medina is the Head of Media Rights at Tennis Australia.

Alfonso’s team works with broadcasters and media platforms, sponsors, and publishers around the world, maximising value and reach for properties like the Australian Open, the Laver Cup and many others. Previously at the EFL, Endemol and ESPN among some, he’s a big fan of creating and distributing content that talks to a moment in time, a place, an audience or a device. Be it live or delayed, on a big screen, or a phone, a documentary or an ad, for free or premium, sponsored or editorial, he is passionate about the many ways of telling stories.

Connect with Alfonso on LinkedIn and Slack @alfonsomra

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Alfonso Medina:

Hi @Edward Ernst, there are a few things that stand out. Like the Australian Open is only one of four Grand Slams, and the only one in the space of eight months, between September and

May. It is an event and brand that has been around for over 100 years, and we attract now over 1 million visitors in 2 weeks, that is 30 and 55% more than any other Slam. We also have effectively 100% global share of voice, for 2 full weeks, for a global sport like tennis – no other sport can claim that. Finally, tennis is one of the most inclusive sports. There is equal prize money for women and men at the Grand Slam level, both men and women compete in the same event, at the same time, and in mixed format (in doubles), as well as wheelchair tennis and juniors. Not many sports can actually do that. This translates too in our audience split, very even female/worldwide.

• Can you take us behind the scenes of the work involved to pull that deal together and perhaps some of your biggest lessons from the process?
• How do you leverage this very intense 2 week Aus open period for the rest of the year. Also have you looked at the OTT options for the other tennis properties?

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