Here are the sponsors for the Australian Open (AO) – one of the four flagship Grand Slam tennis events held annually.
MAJOR PARTNER
Kia – The South Korean carmaker is the longest-serving major sponsor of the Australian Open, having first partnered in 2002. The sponsorship sees Kia provide vehicles to transport players and personnel around Melbourne – the host city – during the event. The AO and Kia also offer exclusive fan experience opportunities to tennis fans. The two parties last extended their partnership in January 2018 which is currently set to run until 2023.
ASSOCIATE PARTNERS
Rolex – The Geneva-based luxury watchmaker is the official timekeeper of the AO since 2007. The sponsorship puts Rolex timepieces around the courts and other events concerning the AO. The two parties also work together to create promotional content. The two last renewed their partnership in May 2017 that will run until 2027.
Luzhou Laojiao – The Chinese liquor brand became an official sponsor of the Australian Open in October 2018 in what was considered the biggest Chinese sponsorship deal in the tournament’s history. The deal sees Luzhou Laojiao’s products made available throughout AO’s matches and other events, with the Chinese brand enjoying a global brand exposure across the tournament’s physical and digital assets.
Emirates – The flag carrier of the UAE has been the Official Airline of the Australian Open since 2015. The deal sees Emirates enjoy branding rights across the tournament’s physical and digital assets as well as offer tennis fans exclusive experience opportunities. The two parties renewed their partnership in January last year, elevating Emirates’ status to that of an Associate Partner of the AO.
PARTNERS
Accor – The French hospitality company serves as an official partner to the Australian Open since August 2015. The partnership sees Accor provide concierge services throughout the tournament and offer exclusive benefits to its loyalty program holders. Accor also holds branding rights across AO’s physical and digital assets.
Australia and New Zealand Banking Group (ANZ) – The Oceanic financial institution is an official partner of the Australian Open since 2010. Along with Tennis Australia – the governing body responsible for organising tennis events within Australia – ANZ also sponsors the children’s programme – Tennis Hot Shots.
Bondi Sands – The Melbourne-headquartered Australian self-tanning brand became the Official Sunscreen Partner of the Australian Open ahead of its 2021 edition. Bondi Sands will use the global branding exposure to promote its Sport SPF50+ Sunscreen. The product will also be made available to the spectators across courts during matches.
Canadian Club (CC) – The Canadian whisky brand serves as the official dark spirits sponsor to the Australian Open. The sponsorship grants CC branding rights across AO’s physical and digital assets, with CC’s drinks made available throughout the tournament across all events.
Chemist Warehouse – The Australian pharmacy retailer is the official pharmacy partner of the Australian Open since 2020. The deal sees Chemist Warehouse operate an AO-branded store onsite during the tournament offering wellness and beauty products to tennis fans.
Chubb – The global insurance company is the official insurance partner of the Australian Open since last year. The deal grants Chubb branding rights across AO’s physical and digital assets.
City of Melbourne – The local government council of central Melbourne enjoys a strong branding presence across AO’s physical and digital assets; Melbourne being the host city for the tournament.
DeRUCCI – The Chinese high-end bedding company is the official home furniture and bedding partner of the Australian Open since October 2018. The deal grants DeRUCCI branding rights across AO’s physical and digital assets.
Dunlop – Dunlop is Australian Open’s official match ball provider since the tournament’s 2019 edition. The five-year deal also sees Dunlop work with Tennis Australian over several grassroots initiatives.
Ganten – The Chinese premium bottled water brand is an official partner of the Australian Open since its 2018 edition. Running until 2022, the deal grants Ganten pitchside on-court advertising rights during the course of the tournament.
Infosys – The Indian IT consulting firm serves as the digital innovation partner to the Australian Open since its 2019 edition. Running until 2021, the deal sees Infosys provide the AO analytics and innovative solutions, employing AI, VR and AR-based technologies to enhance overall fan experience. Infosys also enjoys a strong branding presence across AO’s physical and digital assets.
Mastercard – The multinational financial services corporation serves as the official payment partner to the Australian Open since its 2017 edition. The deal sees Mastercard offer exclusive fan experience opportunities to its customers and enjoy a strong branding presence across AO’s physical and digital assets.
Maui Jim – The Illinois-based sunglasses manufacturer is the Official Sunglass Partner of the Australian Open since last year. The partnership sees Maui Jim supply sunglasses to the AO staff and enjoy a strong branding presence across AO’s physical and digital assets.
Peroni Italia – The AB InBev-owned Italian brewery becomes the official beer brand of the Australian Open starting 2021. The deal sees Peroni operate an Italian-themed bar at AO’s hospitality areas. Peroni also enjoys a strong branding presence across AO’s physical and digital assets.
Piper-Heidsieck – The Reims-based French champagne house is an official sponsor of the Australian Open since its 2019 edition. The three-year deal sees Piper-Heidsieck operate a Champagne House at Grand Slam Oval in Melbourne, with pouring rights granted for other AO-associated venues as well. Piper-Heidsieck also enjoys a strong branding presence across AO’s physical and digital assets.
Pure Blonde Organic Cider – The Australian cider brand serves as the Official Cider to the Australian Open since last year. The deal grants Pure Blonde pouring rights across all AO-associated venues as well as branding rights across its physical and digital assets.
Ralph Lauren – Starting 2021, the New Yok-based fashion company serves as the official outfitter to the Australian Open. The deal sees Ralph Lauren provide bespoke outfits for the tournaments on-court officials. These outfits are made from the yarn procured from recycled plastic bottles to promote the company’s sustainability objectives. Ralph Lauren also enjoys a strong branding presence across AO’s physical and digital assets.
The Adelaide-headquartered energy company becomes the Official Natural Gas Partner of the tournament ahead of its 2021 edition. The deal grants the independent oil and gas producer on-court branding rights.
TradeMax Global Markets (TMGM) – Starting 2021, the CFD Trading platform serves as the Official Online Trading Platform to the Australian Open. The deal grants TMGM advertising rights via the tournament’s on-court asset – the Speed Serve.
Toshiba – The Japanese electronic giant has been the official television supplier to the Australian Open since its 2013 edition. The deal sees Toshiba supply its latest range of television sets to be deployed throughout the tournament. The Tokyo-headquartered conglomerate also enjoys a strong branding presence across AO’s physical and digital assets.
Treasury Wine Estates (TWE) – The Australian winemaker and distributor is the official wine supplier of the Australian Open since its 2019 edition. The deal sees TWE operate a vineyard precinct at Grand Slam Oval in Melbourne, with pouring rights granted for other AO-associated venues as well. TWE also enjoys a strong branding presence across AO’s physical and digital assets.
Visit Victoria – Visit Victoria is the official tourism portal for the Australian state of Victoria, the state that hosts the Australian Open. The portal enjoys a strong branding presence across AO’s physical and digital assets.
Yonex – The Japanese sports equipment manufacturer is the Official Stringer of the Australian Open since 2016.The deal sees Yonex provide racquet stringing services throughout the course of the tournament. Yonex also enjoys a strong branding presence across AO’s physical and digital assets.
Uber – Uber serves as both the Official Ridesharing Partner and the Official Online Food Delivery App (via Uber Eats) to the Australian Open. As per the partnership, Uber provides pickups and drop-offs to and from the Melbourne Park during the course of the event, with fans both at courts and at home offered exclusive offers on food via the Uber Eats app.
Initial – The global hygiene services provider joined the Australian Open as its Official Hygiene Partner since the 2021 edition. The partnership sees Initial oversee the cleanliness and sanitation management throughout the event, from providing contactless sanitisers to disinfections wipes at the venues and cleaning of the Kia cars used to transport personnel. Initial also enjoys a strong branding presence across AO’s physical and digital assets.
Written By
Anshuman Joshi