Sometime in the next fortnight a tennis champion - or several, to be exact - will be crowned, but in the days leading up to the first serve, the focus is on the business of tennis.
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And it's big business. There's Andy Murray appearing at Chadstone to screaming fans for Under Armour and Serena Williams launching a new campaign video for bra brand Berlei.
On Sunday night, VIPs will have the chance to rub shoulders with more players when management agency IMG holds its annual bash at Crown.
The Australian Open brings $278.1 million in benefits to the Victorian economy but the corporate types are cashing in as much as the government, hotels, restaurants and, not least of all, the winning players on Rod Laver Arena.
It's customary in the lead-up to the Open for marquee players to do media appearances for their sponsors, who can pay in the millions to have a highly ranked player aligned with their brand.
In the penthouse of a Melbourne hotel on Thursday afternoon, Williams took a group of women, mainly media and influencers, through their paces in a 20-minute dance routine, with the help of a teacher from the Sydney Dance Company.
The moves were inspired by the video for Berlei's latest campaign, which was directed by Paola Morabito and stars Williams grooving to the 1980s song Dancing with Myself.
Williams said she took up numerous forms of dancing several years ago as an antidote to the rigorous training required in her tennis career.
"I was tired of working out and I realised dance was fun ... and I realised it was really difficult. And I thought this is harder than tennis," she said.
"Once you start it becomes a passion. I love being tested and ... I'm not the best but I'm the hardest worker."
She said danced, as opposed to tennis, was something she did just for herself.
"Sometimes, we as women don't take time out for ourselves, and we're always doing so many things.But it's so important to take that moment and do something that you actually love."
Williams cut a striking figure when she arrived at the event in a sports bra, blazer and tutu skirt, before she changed into workout gear for the class.
Towards the end, she jumped off the stage and cut loose with the guests before retreating to a private room with her minders.
Williams has been an ambassador for Berlei since 2003. She discovered the brand in 2000 when her mother, Oracene Price, was shopping in Melbourne while her daughters, Serena and Venus Williams, were competing in the Australian Open.
