Australian Open
Rogue Umpire – Uber Eats & Tennis Australia
Comedian Sacha Baron Cohen was brought in to work with Aussie tennis stars Nick Kyrgios and Ashleigh Barty to front Uber Eats’ 2021 Australian Open campaign.
Data Snapshot: Tennis 2020
The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.
Seltos Drive Day (Feel the Open) – Kia & Tennis Australia
Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.
The Life Artois – Stella Artois & Tennis Australia
Stella Artois activated its rights as official beer of the 2020 Australian Open with creative in which a team of artists produced works linked to each day’s action.
Data Snapshot: Australia 2020
Australia's four biggest rights-holders – the AFL, NRL, Cricket Australia and Rugby Australia – will generate approximately A$188.5 (€111.5m/$122.9m) in central sponsorship revenue in 2020, across a total of 115 deals.
Ace for Inclusion – ANZ & Tennis Australia
For its 2018 and 2019 Australian Open activations, ANZ sought to burnish its corporate reputation by replacing Novak Djokovic with wheelchair champion Dylan Alcott as the face of ANZ tennis.
Australian Open Ambush – Uber Eats & Tennis Australia
Uber Eats set out to grab the attention of the Australian Open audience with post-ad break spots that replicated the event so effectively that viewers thought they had returned to the tennis broadcast.
Sponsorship trends in Grand Slam tennis
SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.
Nine buoyed by sponsorship response for Australian Open debut
Australian commercial broadcaster Nine has pointed to a new strategic approach as the reason behind an oversubscribed offering for sponsorship of its coverage of the Australian Open tennis grand slam
Australian Open extends partnership with Italy’s Barilla
The Australian Open tennis Grand Slam has extended its partnership with Italian pasta brand Barilla
Australian Open signs sunscreen partner
The Australian Open grand slam tennis tournament has agreed a sponsorship deal with skincare products manufacturer La Roche-Posay
Garnier returns to Australian Open
Cosmetics brand Garnier has rekindled its association with the Australian Open by agreeing to partner with the 2019 edition of the tennis grand slam
Australian Open signs up major Chinese drinks partner
The Australian Open Grand Slam tennis tournament has landed the largest Chinese sponsorship deal in the event's history by signing a long-term partnership deal with leading Chinese spirits brand Luzhou…
Australian Open ends deal with wine partner
Wine maker Jacob’s Creek has opted to end its long-running sponsorship of the Australian Open tennis grand slam.
Yonex ties up Australian Open extension
Japanese sports equipment manufacturer Yonex has agreed a multi-year extension to its partnership with tennis grand slam the Australian Open
Infosys takes spot vacated by IBM at Australian Open
The Australian Open has a new technology partner one year after IBM exited its long-term relationship with the grand slam tennis tournament
Melbourne’s Hisense Arena gets rebrand in major Naming Rights deal
The Australian Open’s second-largest venue has a new name after signing a five-year Naming Rights deal with Tennis Australia.