The Melbourne Cup carnival has always boasted that its economic benefit to the state eclipses rival sporting events – partly because racegoers spend a small fortune dressing up.
In February,the Victoria Racing Club said the Cup carnival contributed “more than $3.6 billion in gross economic benefit to Victoria in the past decade,nearly $1 billion more than the Australian Open reported for the same period”,according to market research firm IER.
Victorians spent $51.9 million on fashion and grooming and bought 232,870 fashion items for the carnival last year,the club said.
Next year,the Open will attempt to redress the imbalance and has commissioned First Nations artist Lyn-Al Young to create a range of clothing to commemorate the 50th anniversary of Evonne Goolagong Cawley’s first Open title.
It will be sold at the AO Superstore,a shop that will sell 96 different caps and hats,as well as clothing from “official outfitter” Ralph Lauren and New Balance. The privately owned American company has never sponsored the US Open or any grand slam.
“The sponsorship of the Australian Open is a first-of-its-kind deal for New Balance in partnering with a grand slam,so an important milestone in our history,” said Evan Zeder,global director of sports marketing for New Balance Tennis and Baseball.