Tennis Australia appoints Paige Dawes as Marketing Director

Tennis Australia has appointed Paige Dawes as Marketing Director, marking a move into sports and entertainment after more than 12 years working in the beer industry.

Paige shared her new role this week, describing the opportunity as a chance to bring her experience in building brands, culture and fandom into the world of tennis.

From Beer to Sport

Paige brings 12.5 years of experience in the beer industry to her new role, where she will apply that background to a different kind of consumer and fan environment.

Her career to date has centred on the marketing challenges of building brands and creating cultural connections, experience that can translate naturally into a sporting environment where participation, community and fandom are central to the audience relationship.

Leading Marketing at Tennis Australia

As Marketing Director, Paige joins Tennis Australia's commercial team and will contribute to the organisation's marketing efforts across its broad tennis ecosystem.

That ecosystem extends from grassroots participation through to major international sporting events, giving the role a wide remit across the sport's participation and entertainment dimensions.

A New Chapter in Sports Marketing

Paige highlighted Tennis Australia's ambition to create a more playful world through tennis, from grassroots participation through to the biggest stages in the sport.

Her appointment also places her close to one of Australia's most recognised sporting events, the Australian Open, which Tennis Australia delivers as part of its broader role in Australian tennis.

Bringing Brand-Building Experience to Tennis

The move brings Paige's experience in brand building and fandom into a sector where emotional connection and community are central to marketing.

Sport offers brands and organisations a distinctive combination of live experiences, participation, entertainment and cultural relevance. Paige's background in consumer marketing provides a foundation for navigating those dynamics in her new role.

Working With Tennis Australia's Commercial Team

Paige thanked Cedric Cornelis and the commercial team for the opportunity and warm welcome as she begins her new position.

Her move represents a shift from a long career in beer into a major Australian sporting organisation, bringing together her experience in marketing and brand building with Tennis Australia's ambition to grow the reach and appeal of tennis.

A New Chapter at Tennis Australia

Paige begins her role at a time when tennis continues to bring together participation, entertainment and global sporting audiences.

With the Australian Open among the most prominent events on the sporting calendar, her new position places her within the team responsible for building the connection between tennis and its audiences across Australia and beyond.

About Tennis Australia

Tennis Australia is the national governing body for tennis in Australia. The organisation oversees the development and promotion of tennis across the country, from grassroots participation and community programs to elite competition and major events including the Australian Open.