Tennis: Australian Open boss hits out at price criticism

Tennis Australia CEO Craig Tiley. Photo / AAP

Australian Open boss Craig Tiley has rejected claims of unreasonably high prices amid grumblings the Happy Slam has become the Greedy Slam.

Six-time champion Novak Djokovic, president of the ATP Player Council, is leading a push for tennis stars to receive a larger slice of the grand slam pie as revenues continue to soar.

Paying punters who stumped up big bucks for Roger Federer's walkover semifinal win over Hyeon Chung on Friday night were left disappointed after seeing little more than an hour's action.

An analysis of week one ticket prices reveals a family of four would be hard-pressed to spend a day at the Open for less than $420. And that's before including a seat on one of the three ticketed courts and any hope of seeing the world's best players.

But Tiley has vehemently denied the country's biggest sporting and entertainment event is out of reach for many fans.

"I take exception to that," Tiley said. "Affordable? Absolutely it is. We know this year there's more people coming through the gate as ever before."

While a new record is likely to be set for overall attendance, grumbles from the crowd at food and drink prices have never been louder.

The abolition of the cheaper after-5pm ground pass has upset CBD workers used to making their way down to Melbourne Park after their shifts. So, too, has the roping-off of at least 1000 seats on Hisense Arena, known as the "People's Court".

Tennis Australia hopes that investment in a range of areas - the entertainment precinct, performers, food and wine options - can ensure satisfaction at an event that can hurt the hip pocket.

"We've doubled the amount of music and tripled the amount of food offerings. Tripled the amount of entertainment offerings in the kids' ball park zone and garden square," Tiley said.

"Kids [under 14] are five dollars to get into the grounds. If you're a family and bringing the kids, that's a pretty good entertainment experience for 12 hours. You're not paying for a movie for two hours or a show for an hour-and-a-half when you pay more. For $49, you can plonk yourself down on a seat and you're guaranteed to see tennis."

There's no doubt there's more to see at Melbourne Park than ever before - and also more money in the TA coffers. Revenue has ballooned from A$254 million in 2015 to A$284 million in 2016 and A$320 million last financial year.

The sport's governing body has made a profit of more than A$10 million for the past four years, growing reserves to A$80 million.

As revenue has grown, so has player prize money, yet the players want more.

Tiley is proud to boast of double-figure percentage growth in prize money for players in the past three years, with the singles champions receiving A$4 million this year.

But he says local ticket sales aren't solely funding the already-rich stars of the game.

A new mega-bucks five-year deal with major sponsor Kia, announced on Saturday, helps more. As does broadcast deals with Australian and global media, which amounts for the largest chunk of revenue to TA.

"I've seen this argument before - rich players asking for more money, so a tournament has got to charge higher prices to pay rich players," Tiley said.

"It's not right. We're turning [the Open] into an experience that can be affordable for anyone. And premium for anyone."

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- AAP