Tennis Australia (TA) has bolstered its Australian Open (AO) sponsorship roster with new deals and extensions that enhance digital and on-site experiences.

AO Adventure expands Roblox platform

The AO Adventure on Roblox has attracted more than 14.5 million visitors since its launch in 2023. It now adds the ESPN Super Set Showdown and WimbleWorld x US Open Cross-Court Challenge.

Ridley Plummer, TA’s senior manager of digital sales and metaverse, said AO Adventure was reaching global audiences year-round.

Brian Iglesias, ESPN head of international marketing, added the new features promised an “engaging and immersive experience for fans worldwide”.

Yonex continues as official stringer

Japanese sports equipment supplier, Yonex will maintain its role as the stringer for the AO and related events over the summer. The 2024 tournament will see a diverse team of 20 stringers from 14 countries, reflecting the event's international appeal. Tournament director, Craig Tiley praised the contribution, citing the significant role of the stringing team in a grand slam's success.

Asahi Beverages renews

Drinks giant, Asahi Beverages has renewed its partnership with the Open offering Peroni Nastro Azzurro and Somersby as the tournament’s beer and cider supplier. The Peroni Capri Beach Club will be a key event activation at Grand Slam Oval. It should be a focal point for fans, especially during Peroni Super Saturday.

Marc Slater, Asahi Beverages marketing manager was excited to be returning to enhance fan experiences.

Google Pixel joins the list

Google Pixel has signed to become the smartphone and camera for the Open. The AI-enabled Pixel 8 Pro camera promises unique perspectives to the tournament. Cedric Cornelis, TA’s chief commercial officer pointed to the mobile phone's ability to enhance social media content. The partnership includes rising tennis star, Rinky Hijikata as an ambassador.

Renewable energy with Pacific Blue

Australian energy supplier, Pacific Blue becomes the tournament’s renewable energy partner. TA says the deal underscores its commitment to sustainability, aligning with the UN Sports for Climate Action Framework.

Tanqueray, Bondi Sands to enhance fan experience

Tanqueray joins as the gin partner and will serve fans through on-site bars, while Bondi Sands continues as sunscreen partner promoting skin cancer safety through sampling stations.

Canadian Club's celebrates 10-year association

Whisky brand, Canadian Club is marking its decade-long partnership with the event and will mount its largest on-site presence to date. Activations include its Racquet Club at the AO Hilltop with a padel court and Cabana Bar.

Luzhou Laojiao engagement continues

Chinese distilled spirit brand, Luzhou Laojiao has extended its partnership for the next five years. Its Baijiu is a traditional Chinese drink, typically made from sorghum.  The renewal maintains it Winning Moments series and association with the 1573 Arena. The deal also covers the AO Asia Pacific Wildcard Play-off return to China, offering amateur players the chance to enter the Australian tournament.

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