A look inside Australian Open partnerships
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The NBL announced that Mitsubishi Motors Australia will continue as a Major Partner until the end of the 2027/28 season
Sydney Swans welcomed Luxury watchmaker Bulova as its Official Watch Partner as part of a 2-year deal which extends across AFL and AFLW programs - the team’s pre-season 2km time trial “was brought to you by Bulova”
Canberra’s leading property website Allhomes renewed its long standing partnership of the ACT Brumbies for another 2 years
Australian cybersecurity company Nueva, became a Major Partner of South East Melbourne Phoenix and its logo will feature on the lower back of the playing uniform, both home and away kits
The Illawarra Hawks announced Multi Civil and Rail as its Principal Partner for the remainder of the NBL25 regular season, whose logo will be displayed in prime position on the Hawks' playing singlets
Netball Queensland and the Queensland Firebirds unveiled leading Queensland sportswear company Tribal Sport as its new Official Apparel Partner
Australian sports supplements supplier VPA Australia became the official supplement supplier of the Adelaide Thunderbirds for 2025, and it also announced its continuing its partnership with Queensland Rugby Union for the 25/26 season
The Queensland Firebirds and Budgy Smuggler teamed up to launch a new collection of swimwear
Western United’s Executive Chairman Jason Sourasis, Scott Pendlebury and Jose Mourinho joined forces to launch a new wine product “The Special One”
The NRL released details of a jam-packed week of events for Las Vegas 2025, which includes an official launch on Wed 26 Feb and the Las Vegas Fan Fest at the iconic Fremont Street the following day
Netball WA welcomed commitments from WA Labor for Netball, highlighted by a $20m investment for a new Peel Netball Centre (Netball will also benefit from a number of other projects announced as part of WA Labor’s $186m Sport and Recreation Infrastructure investment in community sport)
Nine and Swimming Australia announced a landmark 10-year multi-platform media rights and sponsorship agreement through to 2034 - Nine’s coverage of the Swimming Australia calendar will come to life across streaming, broadcast, publishing and audio
Foxtel Group announced the renewal of its broadcast rights deal with the World Surf League, extending the long-standing, 17-year partnership through 2025 which gives Australian audiences access live and on-demand via Foxtel, Kayo Sports and for the first time, BINGE
Fox Sports and LIV Golf entered into a multi-year media rights agreement
Tennis Australia launched a dedicated 24/7 free ad-supported streaming (FAST) channel on Samsung TV Plus, Samsung’s free streaming service
Tennis Australia’s first venture capital fund, AO Ventures, raised almost $50m from major private investors to help fund high-growth technology-led startups that are innovating in the worlds of sport, entertainment, media and health
The AFR reported that Saudi Arabia’s sovereign wealth fund is in discussions to take a stake of up to 10% in Foxtel’s new owner, DAZN
New Balance posted another record-setting year in 2024, with global annual sales reaching $7.8b (+20% YoY) - it’s the 4th consecutive year of 20%+ growth (more on New Balance’s positive momentum here)
The reach of the Australian Open is significant, and it's attractive for sponsors
DOMESTIC
The Australian Open (AO) has a 5-year $425 million media rights deal with Nine until 2029, and the reach of Nine Network’s coverage of the Australian Open is huge.
Last year, 94% of Australians were reached across the 15 days of the tournament.
Here’s a breakdown:
TV - 12.5+ million
Publishing - 16+ million (WWOS.com.au + social platforms)
Audio - 1.9 million weekly (Talk radio and podcasts)
This large-scale reach, combined with the premium nature of the Australian Open makes it an attractive platform for brands.
In the lead up to AO25 Nine announced a suite of blue-chip broadcast sponsors including:
Emirates (joined as major partner for 1st time)
Uber
Haier
Journey Beyond
L’Oreal
ANZ
Bupa
Chemist Warehouse
Chubb
Domain
Google
Kia
Peters Ice Cream
Stan
Sponsorship ROI has been strong in previous years
Gemba broadcast effectiveness results from 2024 showed:
+93% consideration from brands associated with the tennis
+50% brand awareness to broadcasts sponsors
Tennis Australia also has an exclusive multi-year outdoor media partnership with oOh!
This deal helps expand the reach of the Australian Open across street, road, rail, office, airport and retail and gives brands the exclusive opportunity to embed their messages within functional Australian Open content, that includes:
Pre-game fixtures
Score updates
Tournament highlights
Qantas Frequent Flyer, ANZ and Subway were announced as principal sponsors of its expanded Out-of-Home coverage ahead the AO25.
INTERNATIONAL
SportBusiness estimated that the Australian Open generated ~$80m in 2023 through its international broadcast rights, and through deals with the likes of Warner Bros. Discovery and ESPN (US).
In 2024, the Australian Open had a 46% increase in global hours viewed YoY (across 12 key markets) - China, Australia, USA, Italy, Poland were the top 5 countries by hours viewed.
The Australian Open’s digital performance across the tournament in 2024 was also significant:
AO YouTube: 263+ millon views
AO social media: 1.7+ billion impressions, 1.1 billion views, 58 million engagements
AO website: 22 million sessions
The global popularity of the Australian Open makes it attractive to major global brands
This is evident by some of the brands that feature most prominently on the broadcast around the court:
The AO has a 5-year, $107 million sponsorship with Kia until 2028
The AO's "Luzhou Laojiao Guojiao 1573" sponsorship is among its most lucrative. Though the brand and product (it's a strong liquor) is unfamiliar to many Australians, it's the world's most consumed spirit, largely due to Chinese consumption. The AO sponsorship targets the Asian market and aims to elevate its premium image.
It’s been estimated that the “Melbourne” sign on the court is worth $1 billion in advertising value (Craig Tiley admits no sponsor is likely to pay this amount though)
A look at the record-breaking sponsorship deals of the Australian Open 2025
The Australian Open has a large portfolio of blue-chip sponsors and in the lead up to AO25 it was reported that Tennis Australia was set to break new records with 50+ sponsors this year for the tournament, up from 37 in 2024 (+35%).
Here's a snapshot of sponsorship activity leading up to the tournament:
Major Renewals & New Partnerships:
Emirates renewed its partnership until 2029 in a deal estimated at $35 million
M&M’S Australia became the Official Confectionery Partner as part of a multi-year agreement (and launched Australia's 1st pop-up M&M’S store at the tournament)
Piper-Heidsieck extended its partnership until 2027 - Craig Tiley and Thanasi Kokkinakis took part in a table tennis match in front of the media to make the announcement
Grey Goose signed on as the Official Vodka Partner
Haier became the Official TV and Appliance Partner as part of 3-year deal
Marriott Bonvoy extended its partnership with a mutli-year deal as the Official Hotel Partner
Pirelli became the Official Tyre Partner as part of a multi-year deal
Australian beauty retailer MECCA unveiled a large-scale “Summer Club” pop-up activation at AO TOPCOURT
Waterdrop became the Official Hydration Partner and have provided sustainable stainless-steel bottles to players, their teams, and staff as part of a multi-year deal
Red Bull activated its AO partnership in multiple ways worth noticing (more here)
High-Profile Deals & Activations:
KIA has a 5-year, $107 million sponsorship with Kia until 2028 - the biggest sports sponsorship deal in Australian history
Luxury brand Louis Vuitton has created exclusive “Trophy Trunks” for the trophy presentation ceremonies (more here)
New Balance has introduced a range of co-branded apparel and a pop-up store at Melbourne Park
Melbourne Park is the perfect platform for product distribution
Beyond the brand exposure from the massive broadcast, digital and attendance at Melbourne Park, Australian Open partnerships give sponsors a great opportunity to get the 1+ million fans who attend to experience their products, either through sampling or sales (more here)
The Australian Open has previously recorded $500+ million in annual revenue for Tennis Australia and CEO Craig Tiley has recently referred to a 5-year plan to reach $1+ billion in revenue - Growing its sponsorship revenue is part of the plan no doubt.
While sponsorship costs are typically confidential, Bondi Sands’ founder previously noted: “To open the door, you need $1 million.” Source: SMH
Despite the high entry cost, leading Australian and global brands see immense value in partnering with the Australian Open, as evidenced by Tennis Australia's expanding sponsorship portfolio.
Which sponsorship activation at Melbourne Park is your favourite?
Here are some worth noticing…
Bondi Sands - here
Canadian Club - here
Chemist Warehouse - here
Dunlop - here
Google - here
Grey Goose - here
Haier - here
M&Ms - here
Mecca - here
Pirelli - here
Red Bull - here
Waterdrop - here
Share a link to your favourite below.
Adidas - Manager, DC
AFL - Senior Events Executive
A-Leagues - Head of Marketing & Data
A-Leagues - Marketing Executive
AusCycling - Director of Data and Insights
Australian Sports Commission - Senior Consultant - Sport Strategy and Investment
Bastion - Strategic Partnerships Manager
Brisbane Bullets - Community and Development Manager
ClassPass - Partner Development Specialist
Crypto.com - (Senior)Product Manager, Sports
ESPN - Senior Account Manager
Destination NSW - Manager, Event Investment - Sport
Essendon FC - Student Recruitment & Marketing Lead
Future Golf - Performance Marketing Manager
Football Australia - Brand Marketing Manager
Football Australia - Promotions Marketing Manager
Foxtel Group - Communications Manager - Sport
Foxtel Group - Senior Communications Manager - Sport
IMG - Sales Manager, Media
ISC Sport - Marketing & Digital Executive
lululemon - Director, Digital, Auz&NZ (Ecom/Digital Marketing)
lululemon - Sports Marketing Lead (Australia & New Zealand)
Lumen8 Media - Broadcast Graphics Designer
Lumen8 Media - Client Implementation Coordinator
LSKD - Head of Community Marketing
Melbourne FC - Content Producer
Melbourne Storm - Digital Media Producer
Motorcycling Australia - Events Coordinator
Netball NSW - Communications Coordinator
Netball Victoria - Growth and Delivery Manager
Melbourne & Olympic Parks - Marketing Project Lead
North Melbourne FC - Match Day & Activations Coordinator
Northern Territory Cricket - Head of Events, Communications and Marketing
Peloton - Senior Marketing Manager, Australia
Perth Wildcats - Partnership Co-ordinator
Queensland Rugby Union - Partnerships Manager
SE products - Auctions and Customer Service Coordinator (Sports Industry)
Sportsbet - Digital Media Specialist - 12 month FTC
Sportsbet - Head of Mass Media
Sports Entertainment Network - Game Day & Events Manager - SEN Teams
Sports Entertainment Network - General Manager – Operations
Sports Entertainment Network - Insights and Research Coordinator
St Kilda FC - Program & Operations Lead
Supercars - Membership and Grassroots Marketing Executive
TaylorMade Golf - Trade Marketing Specialist
Ted - Producer, Sports
Tennis Australia - Strategy Lead
TGI Sport - Event Producer
TGI Sport - Project Manager
TGI Sport - Sales Executive
Touch Football Australia - Chief Executive Officer
Victoria Racing - Head of Marketing
Under Armour - Assistant Manager, Digital Marketing (Paid Performance)
URBNSurf - Public Relations Manager
WNBL - Marketing Manager
World Rugby - Head of Hospitality (Men's RWC 2027 LOC)
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.