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Australian Open scoops up Häagen-Dazs partnership

Ice cream brand Häagen-Dazs has agreed a deal to sponsor the 2017 edition of the Australian Open grand slam tennis tournament.

As part of the agreement, Häagen-Dazs products will be sold throughout the event, which takes place in Melbourne from January 16-29.

A Häagen-Dazs experience will be organised at the Häagen-Dazs House, which will be situated in the Australian Open’s Grand Slam Oval space.

“Häagen-Dazs is a big player in the global market and already has a strong tennis connection through relationships with both Roland Garros and Wimbledon,” Australian Open tournament director Craig Tiley said. “As a new brand in the Australian market, teaming up with one of the biggest global sporting events in the Asia-Pacific region makes this a perfect partnership.”