Australian Open renews Asahi Beverages partnership

Australian Open renews Asahi Beverages partnership

January 17, 2024

The Australian Open (AO) has announced a multi-year renewal of its partnership with Asahi Beverages, which will see its Peroni Nastro Azzurro and Somersby brands respectively serve as the Official Beer and Cider Partners of the Grand Slam. 

Peroni will also become a naming rights partner on a certain day during the Australian Open, which will be known as the “Peroni Super Saturday”. 

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

We’re delighted to welcome Asahi’s iconic brands back to the Australian Open and to bring the partnership to life for fans with unique on-site activations. Peroni Super Saturday is set to be an incredible day at the Australian Open and Grand Slam Oval will be the place to take in the atmosphere, without needing to miss a minute of the tennis.

Marc Slater, Marketing Manager, Asahi Beverages, added:

We are excited to return to the Australian Open, reinforcing our partnership with this iconic event. Our various on-site activations create a unique way for fans to engage with the tournament and our diverse range of alcoholic and non-alcoholic brands. We can’t wait to be part of the Australian Open’s vibrant atmosphere once again. The Peroni Capri Beach Club will be bringing the vibrant coastal lifestyle of Capri to Grand Slam oval, offering fans a refreshing oasis retreat throughout the event. As naming rights partner to the Peroni Super Saturday, we look forward to reinvigorating one of the most iconic days on the Australian sporting calendar. With exclusive live music, big screen viewing and fresh Peroni beer on-tap, there is no better place to soak up the electric atmosphere of the AO.

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