Corporate Traveller Unveils 5 Key Sporting Events Driving Business In 2025

Brisbane saw the highest growth in business travel bookings this year during the NRL Magic Round, with a 26% increase. Bathurst, during the Bathurst 1000, followed closely at 20%. Melbourne’s AFL Grand Final and Australian Open experienced 19% and 17% growth, respectively, while Sydney saw a 10% rise during the NRL Grand Final.

Where are business fans coming from? Corporate Traveller’s outbound data revealed that business fans travel from Australia’s top business hubs, Sydney and Melbourne. These cities ranked in the top three booking origin cities for every event except those held locally.

The Popularity of Major Sporting Events and Their Impact on Business Travel

The NRL Magic Round in Brisbane, the only event outside of Melbourne and Sydney this year, saw both cities feature in the top three origin cities for bookings. Perth and Brisbane followed, with Adelaide appearing in the top three only for the AFL Grand Final.

Why is the Australian Open so Popular?

The 2024 Australian Open set attendance records with over 1.1 million attendees, injecting an estimated $382 million into Melbourne’s accommodation, hospitality, and tourism sectors. As the first of the four global grand slam events each year, the Australian Open is a highly anticipated event. With extensive renovations at Melbourne Park and a three-week festival combining sport and entertainment, it continues to attract large crowds and corporate visitors alike.

The Growth of Rugby and Bathurst Events

Brisbane also saw the highest year-on-year growth during the NRL Magic Round, which spans three days. Since its launch in 2019, the event has become increasingly popular due to the format, which allows spectators to watch a full round of rugby league in one venue over one weekend. The addition of a women’s rugby league magic round in 2025 and plans to expand into regional locations by 2026 are expected to drive even further growth.

Similarly, the Bathurst 1000, a three-day event, saw the second-highest number of corporate bookings in 2024. It continues to be a key event on the Australian sporting calendar, attracting business travellers nationwide.

Why are Business Travellers Choosing Sporting Events?

Tom Walley, Australian-based Global Managing Director for Corporate Traveller, believes that major sporting events offer significant networking opportunities for businesses. However, he emphasizes that the timing and duration of these events play a crucial role in the decision-making process.

“The Australian Open is particularly attractive to business travellers due to its longer duration and scheduling,” Walley said. “With a three-week program, businesses can attend on days that suit them, including weekdays for corporate engagements or weekends to avoid disrupting the workweek.”

Shorter events like the NRL Magic Round or Bathurst 1000, which run over just a few days, are also appealing. These events offer concentrated excitement, allowing business travellers to attend without a lengthy time commitment. The timing, often on weekends or spanning just a few days, makes them ideal for busy professionals.

“High-profile events bring people together from various backgrounds and internationally, offering businesses the chance to network informally, build stronger relationships with stakeholders, and connect face-to-face with industry leaders, influencers, potential partners, and customers,” Walley explained.

Many businesses also gift tickets to clients, staff, or suppliers and organize activities such as lunches or leisure activities to network before or after the event. It’s common for deals to be quietly negotiated during these more informal settings.

For business travellers attending these events, serviced apartments in Brisbane offer a convenient and comfortable option for accommodation, providing flexibility and the comforts of home during their stay.

Looking Ahead: 2025 Sporting and Music Events 2025 will also see major names in music touring Australia, including Kylie Minogue, Billie Eilish, Dua Lipa, Katy Perry, Oasis, and Metallica. The Melbourne International Comedy Festival will kick off in March, followed by the Sydney Comedy Festival in May.

As for the sporting events, the Australian Open 2025 is scheduled from 6 to 26 January, the Bathurst 1000 from 9 to 12 October, and the AFL Grand Final on 27 September. While dates for other top events are yet to be confirmed, the NRL Magic Round typically takes place in May, and the NRL Grand Final is held in early October.