The Australian Open, one of the four Grand Slam tennis tournaments, has transformed into quite the entertainment festival. Also known as the “Happy Slam", the AO delivers everything from music to food to digital events, and oh yeah, tennis. But how did Tennis Australia change this annual major tennis tournament, into such a worldwide spectacle? In today’s episode, Maggie and Jaden explore how the Australian Open uses data analytics and sports marketing to produce something that reaches beyond just the avid tennis fans around the world.