Australian Open signs Champagne partner

The Australian Open grand slam tennis tournament has agreed a sponsorship deal with French Champagne brand Piper-Heidsieck.

The three-year deal names Piper-Heidsieck as the official Champagne partner of the event from 2019.

As part of the agreement, the brand will construct a Champagne House at the Open’s Grand Slam Oval venue. Piper-Heidsieck drinks will be sold throughout licensed outlets across the tournament precinct, including public and corporate spaces and the Rockpool and Nobu restaurants.

Financial terms of the agreement were not disclosed but The Australian newspaper said the deal is estimated to be worth up to Aus$5m (€3.2m/$3.7m). The partnership marks Piper-Heidsieck’s first major deal in professional sport.

Tennis Australia’s chief revenue officer Richard Heaselgrave said: “The Australian Open is now about much more than world-class tennis – it’s a sports and entertainment festival that attracts over one million fans to the precinct each year.

“Socialising and celebrating are a key part of our event’s appeal, and this new partnership with Piper-Heidsieck, and their Champagne House activation at Grand Slam Oval will add a fun, new element to the event for our fans.”

The 2019 Australian Open will take place in Melbourne from January 14-27. Roger Federer and Caroline Wozniacki are the defending singles champions.