The Australian Open 2024 has smashed attendance records with more than one million tennis fans flocking to Melbourne Park for the event, up from 902,312 last year.
Broadcast ratings both throughout Australia and around the world are also expected to break records, making it a win for the sport, tennis fans, the hospitality industry and sponsors alike.
Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos said: “Over the last three weeks we’ve been treated to some fantastic tennis, with the best yet to come in this weekend’s women’s and men’s finals. It’s great to see Melbourne bustling with tennis fans from all over the world.
“The Australian Open is one of the world’s most prestigious tennis tournaments, played at the world’s best sport and entertainment precinct. This event is a welcome boost for Melbourne’s hotels, hospitality venues and small businesses alike.”
Among the drinks brands partnering with the 2024 Australian Open were Canadian Club, Aperol, Penfolds, Piper Heidsieck, Peroni, Squealing Pig, Tanqueray and Somersby.
According to Globant Global Chief Brand Officer Wanda Weigert sports sponsorships add incredible value to brands.
“Sporting events have the power to bring communities together,” she told Forbes.
“They have the power to foster common passions. They build community. They transcend boundaries of race, ethnicity and language. Most importantly, they create a shared experience that can unite people across the globe.
“These benefits offer brands, particularly ones with a global footprint, a unique opportunity to leverage the unifying power of sports to advance their own core brand values.”
Aperol aces the AO
Aperol returned as the Official Partner of Tennis Australia and the Australian Open from 2024 for the next four years.
Its AO experience for funs kicked off with the first-ever Aperol experiential shop-in-shop in global travel retail, located in Melbourne Airport Terminal 2’s departures zone.
Campari Group Managing Director – Australia Simon Durrant said: “The Australian Open is the biggest event in the Australian summer calendar, and with Aperol Spritz being the drink of the summer, this is the perfect partnership. Boasting one of the biggest sporting crowds in the nation, we’re excited to spread the Aperol joy across a terrific summer of tennis.”
At the Australian Open, fans were able to enjoy an Aperol Spritz at Terrazza Aperol on Grand Slam Oval. The venue featured a bespoke 15-metre-long bar, bean bags, lounges and an elevated cabana experience.
Created by the Yakusan Brand Experience Group, it was designed to showcase Aperol’s Italian heritage, while connecting Aperol to the Summer of Tennis.
Inspired by Venetian aperitivo lifestyle, the space combines signature Italian furniture with modern styling cues to create an vibrant and carefree space for AO tennis fans to come together.
Fans also had the chance to sample an Aperol Spritz at a number of bars and restaurants across the Melbourne Park precinct, including the new Bar Atrium, which features views of the Melbourne city skyline.
Canadian Club celebrates 10 years at AO
Canadian Club (CC) returned to Melbourne in 2024 as the Official Dark Spirits Partner of the Australian
Open (AO) for the 10th year, with the brand has re-signing to continue the partnership until 2026.
Marking the brand’s largest footprint to date, Canadian Club activations blanketed key AO locations, including Grand Slam Oval (GSO), AO Hilltop at Birrarung Marr, the Western Courts, Rod Laver Arena and John Cain Arena.
The partnership has seen more than one million CCs served over the decade.
“As we toast Canadian Club’s remarkable tenth year as a proud sponsor of the Australian Open, we reflect on a decade of shared excitement, passion, and memorable moments,” said Beam Suntory Chief Marketing Officer Trent Chapman.
“We’re thrilled to commemorate our tenth year of partnership with our largest-ever activation, aiming to elevate the fan experience to new heights. Our enduring partnership with the AO underscores our commitment to creating unforgettable experiences for Australians, and we look forward to continuing this thrilling journey, serving up aces and crafting lasting memories on and off the court until 2026.”
New heights for Piper-Heidsieck
Piper-Heidsieck was back for a sixth consecutive year as the Official Champagne of the Australian Open, with Piper-Heidsieck Champagne Bar returning to its prime location on Rod Laver Arena Terrace.
Champagne lovers were invited to sip on Piper-Heidsieck’s award-winning varieties while enjoying the sounds of the Piper-Heidsieck Marching Band alongside an array of roving entertainers and European-inspired culinary fare.
In a first for the brand, Piper-Heidsieck is introducing an effervescent accompaniment to its experiences at Melbourne and Olympic Parks, with a twist – Le Kiosque by Piper-Heidsieck located in Garden Square. Le Kiosque served as an express bar for those wanting a Champagne on the go, or to soak up the action on the big screen with a glass of Piper.
TWE’s doubles match
Treasury Wine Estates’ Squealing Pig was the official wine partner of the Australian Open, while Penfolds Restaurant provided an elevated dining experience with a contemporary Australian menu curated by Penfolds Magill Estate Executive Chef Scott Huggins and paired with a selection of Penfolds wines.
Nestled in Centrepiee at Melbourne Park, the restaurant served more than 2000 guests in the first week alone.
The Squealing Pig ‘Summer of Love’ campaign, which promotes playfulness, positivity and inclusiveness, includes the brand sponsoring the National Pickleball League, the Australian Open and Mardi Gras in 2024.
Squealing Pig also handed out free bucket hats to attendees to ensure they stayed sun safe.
Asahi Beverages renews partnership
The Australian Open and Asahi Beverages announced a new multi-year deal that saw Peroni Nastro Azzurro and Somersby return as the Official Beer & Cider Partners of the Australian Open.
Peroni brought a taste of the Mediterranean to the Australian Open at the Peroni Capri Beach Club on Grand Slam Oval where fans could enjoy the laidback beach lifestyle of Capri while taking in all the tennis action on giant screens.
On Saturday 20 January Peroni became the naming rights partner for one of the biggest days at the Australian Open – to be known as Peroni Super Saturday. It will be the only place on Grand Slam Oval offering live music and beer on-tap.
“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,” Tennis Australia’s Chief Commercial Officer Cedric Cornelis said.
“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.”
Asahi Beverages Marketing Manager Marc Slater said: “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 partnership also saw Balter serving up beers from the Balter Bar in Garden Square. Fans can also enjoy Somersby Super Crisp outside Kia Arena.
Somersby kicked off its inaugural partnership last year, while Asahi Lifestyle Beverages’ non-alcohol portfolio was also supplied throughout the precinct.
Tanqueray joins the action
Tanqueray was the Official Gin Partner of the Australian Open.
Tanqueray’s double storey bar on Grand Slam Oval was a popular place to enjoy a Tanqueray & Tonic, while the Tanqueray Bar was located in Garden Square.
Love all for drinks brands at the Australian Open