Australian Open teams up with De Cecco

The Australian Open (AO) has roped in Italian pasta brand De Cecco as its Official Pasta Partner.

Italian tennis player Jannik Sinner is also set to become a De Cecco brand ambassador on the back of this agreement.

The deal will see De Cecco enjoy branding exposure at the Grand Slam. Virtual signage during AO broadcasts in De Cecco’s designated territories, as well as digital advertising, content, and usage of Sinner’s archival footage for promotion, are also part of the agreement.

Cedric Cornelis, Chief Commercial Officer, Tennis Australia, commented:

“The Australian Open continues to resonate with fans well beyond Melbourne, and this partnership with De Cecco reflects the strength of our global platform. De Cecco is a brand with deep heritage and global reach and is a natural fit for a tournament that celebrates excellence, performance and passion on the world stage.”

Carlo Aquilano, Chief Commercial Officer, De Cecco, said:

“The partnership between De Cecco and the Australian Open represents yet another initiative confirming our company’s Italian heritage and international focus. This is a project that brings together tradition and modernity, in a context that will communicate our brand values to a global audience that is attentive to authenticity and excellence – concepts that have always been at the core of De Cecco’s superior quality.”