Building Partnerships Beyond Sponsorship | Roddy Campbell interview · 2:33

Roddy Campbell, Global Partnerships with Tennis Austrailia, reflects on his time growing and evolving long‑term partnerships in global sport. He shares why renewal and longevity matter just as much as landing new brands, and how relationships can grow beyond traditional sponsorship into meaningful, multi‑layered collaborations. Roddy also discusses the globalization of major sporting events—how an event rooted in Melbourne reaches a worldwide audience, competes with global platforms like Formula 1, and creates unmatched B2B opportunities for brands looking to connect across continents. From brand evolution to international activation, this conversation offers insight into what it takes to build partnerships that last. #ausopen #f1 #b2b

February 3, 2026