Roddy Campbell leads Tennis Australia's global partnerships and international business, overseeing a team that manages more than 50 global brands across the Australian Open and the broader tennis portfolio. He is also responsible for the organisation's internal creative agency, a programme of international branded events and marketing activity designed to grow the AO globally, and a dedicated team in China, where the tournament has positioned itself as the Grand Slam of the Asia-Pacific. Under his leadership the AO has reframed itself as a cultural and entertainment destination rather than a pure sporting event, incubating new partnership pillars in areas such as beauty and music that reach Gen Z audiences well beyond traditional tennis fans. Roddy joined Tennis Australia in 2022 after more than 15 years in the music industry, most notably at Universal Music Group, where he served as Managing Director, Business, and launched and scaled BRING, Universal's branded entertainment agency across APAC. He earlier held senior roles at EMI and began his career at the Football Association in his native London. He is a regular speaker on the future of sports marketing, including at Cannes Lions 2026 and Leaders in Sport events.