Canadian Club (C.C.) has extended its seven-year partnership with the Australian Open (AO), re-signing as the Official Dark Spirit partner for a new multi-year partnership.
The AO partnership will see the return of the C.C. Racquet Club pop-up bar on the upper terrace of Birrarung Marr, running as a free live site from Monday, February 8 to Sunday, February 21. A Canadian Club Bar will also feature on Grand Slam Oval, located in the Rod Laver Arena zone.
“The Australian Open will continue to be a key partnership for the brand and we’re proud to be able to extend our long-term partnership with Tennis Australia,” said Trent Chapman, Marketing Director.
“We are delighted to extend our partnership with Canadian Club. We pride ourselves on delivering a world class event and look forwarding to continuing to work with Canadian Club to enhance and deliver a great fan experience,” AO Chief Revenue and Experiential Officer Ben Slack added.
Canadian Club is also encouraging consumers to support regional Australia with ‘C.C.’s Regional Australia Guide’, running from December to February. Canadian Club in partnership with not-for-profit Empty Esky and Adam & Symon from ‘I’m a Celebrity…Get Me Out of Here!’ are visiting three bushfire and COVID-affected regional towns to bring light to some of the best places in our country.
Founded in 2020 by Eleanor Baillieu and Erin Boutros, Empty Esky is a national tourism movement campaigning to help regional businesses first hit by bushfires, then by COVID-19 restrictions. Empty Esky in partnership with C.C. are encouraging consumers to support local businesses on their travels this summer by purchasing local produce and goods.
“We want to bring Aussies together to celebrate being reunited for this long-awaited summer and to ensure we bring it in as we intend to see it through, with mates and fun in the sun,” Chapman said. “We know this summer Aussies will be travelling across the country and by partnering Empty Esky we’re able to play a small part in raising awareness of the great work they’re doing supporting businesses hit by bushfires and COVID-19.”