Not just tennis: how the Australian Open became the ‘biggest’ event of the summer

The Australian Open has grown in popularity and prestige, while the Melbourne Cup Carnival’s appeal has waned. Photograph: Kim Landy/Getty Images

This year, for the first time, Louis Vuitton is the Australian Open’s “official trophy trunk” partner.

The French fashion house is the latest brand to embrace the grand slam, which is coming to be regarded by many companies and influencers as the premier Melbourne sporting event at which to be seen.