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2022 ALA Melbourne Loyalty Dinner Event

Hear how the Australian Open became the first Grand Slam to truly enter the metaverse, with the minting of the AO Art Ball NFTs linked to live match data.



Thursday 7th April 2022


5:30 pm – 9:30 pm


River Room
Crown Melbourne
8 Whiteman St, Southbank


Elisse Jones & James Roth



The Australian Open was the first Grand Slam to truly enter the metaverse, with the minting of the AO Art Ball NFTs linked to live match data, giving people around the world a unique opportunity to own a piece of the AO.

As part of the AO Metaverse project 6,776 AO Art Ball NFTs were minted for the almost one billion global viewers the AO attracts, making this a monumental opportunity to forever own a piece of AO2022.

Each AO Art Ball’s metadata was linked to a 19cm x 19cm plot of a virtual tennis court. If the winning shot from any of the 400+ AO matches landed on that plot, the NFT metadata was updated in real-time to highlight the match information.

Additionally, the NFTs now have utility such as limited-edition wearables, AO merchandise, and other benefits in the future.

Combining real-time court data with NFTs had never been attempted before and provided an incredible way for global tennis fans to engage with the AO. This first-of-its-kind NFT was made possible by official match and ball-tracking data from AO matches. Within the collection were 22 AO Legend designs handcrafted from historical AO artwork, including the “Serving Man” silhouette, first introduced in the 1997 Australian Open.

The AO Art Balls also included over 100 NFTs from the AO Artist Series including designs from local and international artists, specifically created for AO 2022.



The ALA Melbourne Loyalty Dinner Event will be held in Crown Melbourne’s River Room on Thursday, 7th April and will be attended by key loyalty professionals.

Starting with networking, canapés & drinks, our keynote speaker is followed by a formal seated dinner event where delegates can continue to network with like-minded professionals. You will also be welcome to participate in our prize draw, compliments of our top sponsors. See you there at our first face to face event of the year!

We are thrilled to announce our speaker for this event, Ridley Plummer, the Australian Open’s Metaverse and NFT Project Manager. Ridley will be speaking to us about the 2022 Australian Open’s incredible NFT project, and will explore what NFTs and the Metaverse can do for businesses.



Ridley Plummer is the AO’s Metaverse and NFT Project Manager, leading the AO Metaverse strategy and overseeing the development of the Metaverse and Web3 projects for Tennis Australia.
Spearheading the AO Metaverse launch and AO Artball NFTs, Ridley is passionate about NFT and blockchain technology and its potential to evolve industries beyond physical events and into the virtual world.

Ridley has been instrumental in progressing the AO’s launch into the Metaverse and has been with Tennis Australia and the AO for four years. Prior to this, Ridley had worked across a range of worldwide sporting events including the NHL and NFL Superbowl, working with Budweiser and Bud Light to activate in-stadium connected tech-product integrations.

Ridley’s expertise extends from project management and product design to marketing innovation and event management, however, Ridley’s passion lies in creating truly immersive experiences through the Metaverse, NFTs and Web3 to build brand awareness, drive meaningful connections and excite consumers about the future potential of these technologies.


Canapés and drinks on arrival

Formal dinner and 4-hour beverage package

Key note address with live audience engagement

Prize draw

Please note attendees are required check in with Service Victoria and show proof of COVID-19 vaccination. You may be asked to prove your identity. View Crown’s COVIDSafe Plan here.

View Terms and Conditions.

By registering for this event you agree to receive marketing communications from Australian Loyalty Association. Please email us should you wish to opt out from these marketing communications.



River Room, Crown Melbourne

8 Whiteman St
Southbank VIC 3006

The River Room is on Level 1 of Crown Towers. Click here to view the venue map with detailed directions (PDF).

Crown Melbourne has several car parks with prices from $6. There are public transport options nearby.

Click here to view parking options on their website.

ALA Event guests are entitled to 15% off their stay at Crown Melbourne.

To receive your discount, use the link below to sign up and book via Crown Direct.


$500 Chadstone Gift Card

Donated by Chadstone

$300 Red Balloon Voucher

Donated by Cheetah Digital

Priority Pass Prestige Membership

Donated by Collinson

$250 Adore Beauty Voucher

Donated by Adore Beauty

$200 Endota or Webjet e-gift card (recipient’s choice)

Donated by Taguchi

$200 Mastercard Gift Card

Donated by OpenSparkz

$200 Visa Gift Card

Donated by OpenSparkz

$150 Westfield Digital Gift Card

Donated by Purple Square

2 Gold Class Cinema Tickets

Donated by Tall Bob

$100 Nando’s Voucher

Donated by Nando’s

Registration to ALA Education Course (Value $1,639)

Donated by ALA

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