How brands are leveraging AO26 (part 2)
Brands from many categories are investing millions of dollars into campaigns that leverage official AO rights, athlete ambassador partnerships and broader tennis associations.
Adelaide Crows announced that Hungry Jack’s re-signed for a further 5 years and that it will continue to support the Club’s AFL, AFLW and SANFL teams
Western Bulldogs welcomed Rokeby as a new partner of both its AFL and AFLW teams in 2026 - As part of the new partnership, Rokeby products will be available for all players as part of their dietary program
Rugby Australia and Castore announced a multi-year partnership with the premium sportswear brand to become the Official Technical Kit Partner for all Teams in Gold and the wider Australian Rugby system until at least the end of 2030
ACT Brumbies secured Gallagher as a new Principal Partner as part of a 3-year agreement which will see it become the premier supporter of the ACT Brumbies Swyftx Super Rugby Pacific and Women's teams
Melbourne Victory welcomed back Zaparas Lawyers which rejoined the Club - the Associate Partnership will have a particular focus on Melbourne Victory’s Academy, and the brand will feature on the back of the home jersey for all Academy teams during the 2026 season
Special Olympics Australia secured a new 5-year partnership with Belgravia Apparel,(the Australasian elite teamwear partner of New Balance), which will provide uniforms and apparel for athletes, coaches, staff, volunteers and supporters across national programs and major events, includes the upcoming 2026 Special Olympics Australia National Games and the 2027 Special Olympics World Summer Games
Baseball Australia and Four’N Twenty renewed their partnership which will see see the Four’N Twenty logo feature on Team Australia’s uniform during the 2026 World Baseball Classic, beginning March 4 in Tokyo
Basketball Victoria launched a new 3-year partnership with AUSA Hoops which is aimed at strengthening opportunities for Victorian athletes aspiring to play college basketball in the US
AirTouch entered into a new partnership with the Western Sydney Wanderers FC Girls Academy
Ash Barty became an investor and ambassador of one-year-old Australian tennis apparel brand, Rallee, joining fellow tennis legend Pat Rafter
AFL CEO Andrew Dillon travelled to India to hold meetings with a range of sports commissioners and business leaders, as part of the league’s long-term strategy to expand its international presence - the AFL’s head of strategy Walter Lee also on the trip
Travis Head and The Inspired Unemployed’s Matt ‘Falcon’ Ford teamed up to produce a skit to promote Better Beer and Liquorland
The 2025/26 KFC Big Bash League season delivered the most watched BBL season of all time across Kayo Sports and the wider Foxtel Group platforms - driven by streaming growth, the season recorded 1.1 billion minutes streamed, up 9% year-on-year
Softball Australia announced that the Softball Australia Cup will be broadcast live on Kayo Sports
Prime Video dropped its new “Go Full Cricket” campaign for the ICC Men’s T20 World Cup, featuring Australian captain Pat Cummins flexing his talents in different careers (or at least attempting to) such as stand-up comedy, being a chef and playing golf
The Herald Sun reported that Channel 7 is set to walk away from VFL broadcasting, ending over five decades of free-to-air television tradition
ESPN launched its Super Bowl LX campaign, fronted by Stephen A Smith, encouraging fans to take the day off (with the blessing of their employer, of course) to enjoy a ‘siiiick day’
The Australian reported that New Balance is closing in on $10bn in revenue and positioning itself as the world’s third-largest sportswear brand, behind Nike and Adidas
Reebok hosted ‘The Answer Invitational’ at CourtSide in Melbourne, which brought together young talent and featured an appearance by Allen Iverson
Under Armour turned Las Vegas’ Sphere into Paddy Pimblett’s iconic bowl-cut-to-braids look on fight night
Men’s Rugby World Cup 2027 unveiled the 8 x world-class stadiums that will host matches across seven Australian cities during the tournament - Adelaide Oval, Brisbane Stadium, Docklands Stadium, Newcastle Stadium, Perth Stadium, Stadium Australia, Sydney Football Stadium, North Queensland Stadium
Gold Coast SUNS launched ‘SUNS Headstart’ - an innovative holistic health program in partnership with Playbk Sports, designed to empower young athletes with the knowledge and skills to take control of their mental and physical wellbeing
World Surf League announced that it’s joining forces with Here Comes The Sun to deliver three shows alongside the Australian Championship Tour events in 2026 featuring Lime Cordiale, The Jungle Giants, Young Franco, Sycco, Eliza & The Delusionals and Mariae Cassandra (more artists yet to be announced)
Asian Football Confederation confirmed KPop Demon Hunters star Audrey Nuna as the headline act at the Opening Ceremony of the AFC Women’s Asian Cup Australia 2026™ at Perth Stadium
How brands are leveraging AO26 (part 2)
*Today’s newsletter is part two of a two-part series that showcases how brands are leveraging the Australian Open - Visit here to view part one. Enjoy the read!
Brands from many categories are investing millions of dollars into campaigns that leverage official AO rights, athlete ambassador partnerships and broader tennis associations.
Tennis-themed brand activations and trends worth noticing…
New Balance activated its Official AO Partnership in multiple ways
New Balance unveiled its 2026 collection which is available at its on-site retail activation in Melbourne Park. For the first time, it’s also available around the world, via New Balance flagship stores and online, as well as the Tennis Australia store at australianopenshop.com.
New Balance has also been busy leveraging its roster of athletes and ambassadors across running, baseball, skating, cricket, etc.
In the lead up to the tournament, New Balanced captured two skaters (Liv Lovelace & Brian Reid) skateboarding through Melbourne Park
American tennis stars Coco Gauff and Tommy Paul have been starring in off-court storytelling moments, offering fans a behind-the-scenes look at their AO journey’s
Coco Gauff introduced her new Signature Collection which she wore during the tournament
Gamer Sydeon has been sharing her AO experience across social platforms, bringing fresh perspectives to global audiences
Amine performed at the AO Precinct
Australian’s men’s cricket captain Pat Cummins, New York Mets shortstop Francisco Lindor, former Canadian tennis player Genie Bouchard, actress Storm Reid, and pro Numeric skateboarders have featured in bespoke content and events
Actress Storm Reid made an appearance to help showcase the range available at its pop up store in Melbourne Park
Pat Cummins visited the New Balance Brand House at Federation Square
New Balance has also celebrated the AO with curated collections, and product launches with brands like Paperboy and Numeric.
In addition to product launches and experiential activity, New Balanced-branded out-of-home advertising has blanketed Melbourne with tram wraps, rail signage, rotating digital screens, and a five-story LED display.
Ralph Lauren returned as the official outfitter of the Australian Open in 2026 for the 6th consecutive year
The brand has outfitted up to 4,000 staff across the tournament including ball kids, on-court officials and ground crew. It’s also continuing as the official sunglasses of the Australian Open for the second year in a row.
Ralph Lauren has also partnered with Alexander de Minaur and it recently unveiled a giant street mural in Melbourne to celebrate its renewed partnership.
Naomi Osaka’s iconic walk-on was a major earned media moment for Nike
ICYMI - Naomi Osaka entered Rod Laver Arena during prime time on Nine, wearing floating custom creations from London-based couturier Robert Wun and Nike.
The impact was immediate and global:
Footage was shown across traditional media channels all over the world
Social media blew up - e.g. 6m+ views on the Official Australian Open Instagram
The post quickly drew reactions from celebrities across fashion, music, television and sports
“AND THEN SHE WON !!!! 🔥🔥😍😍 creative expression while mothering in several ways 💁🏾🧚🏾♀️👏🏾🤌🏾”
SZA (23M Instagram followers)
The following day, Osaka featured in Vogue, the CEO of Melbourne Fashion Festival was discussing it on radio - the fashion world took note.
adidas used cgi to launch a tennis court into the Melbourne sky
A coordinated storyline unfolded across multiple social accounts, with ‘adidastennis’, ‘adidasau Australia’ Instagram handle’s activating in sync with ambassadors Stefanos Tsitsipas and Daria Kasatkina who featured in the footage which created an optical illusion.
Big and bold builds have been a key feature in Melbourne Park
Over the years, Tennis Australia has transformed an event that used to be the poor cousin of the four grand slams into an innovative juggernaut that offers as much off the court as on it, and brand activations have been key to this.
Brand consultant Ricardo Fort, describes the AO experience similar to going to Disneyland, and this is thanks to the many brands that’ve made major investments into brand activation-sites within Melbourne Park.
MECCA’s 3-storey Pro Shop
As the Official Beauty Partner and the Official SPF of AO26, MECCA has gone bigger and bolder than ever with multiple activation sites across Melbourne Park, including a custom-built, three-storey MECCA Pro Shop.
Related: Beauty’s growing presence in sports
Chemist Warehouse built an entire store
The flagship store on Rod Laver Arena Terrace, gives tennis fans convenient access to tennis wellness essentials, exclusive offers, photo moments and a refresh station to help beat the summer heat. In addition, an on-site pharmacist has been available throughout the tournament.
Brands have gone big with corporate hospitality
The corporate hospitality marquees on Riverside Terrace are on another level this year — with several spanning two storeys and featuring genuinely glamorous, statement-making entrances.
Sports apparel brands have looked beyond Melbourne Park to engage tennis fans
Third spaces, aka spaces beyond Melbourne Park, provide brands with additional opportunities to leverage their official AO rights, athlete ambassador partnerships and broader tennis associations.
Many brands have seized the opportunity to activate their brands via tennis-themed pop-ups, events, experiential zones and interactive installations.
New Balance Brand House
The pop-up activation space has given fans the opportunity to do things like:
Enjoy Melbourne’s best coffee
Meet Australian cricketer Pat Cummins
Have your nails done with designs inspired by American tennis star and nail flare icon Coco Gauff
Get a mullet, like Australian tennis player Jordan Thompson
adidas Racquet Club Block Party
The brand hosted a free VIP event on one of Melbourne’s best rooftops with views of the Yarra River and Olympic Park which featured:
DJs
Food & Bev
tennis player appearances
Exclusive prizes & giveaways
Le Club Lacoste
Partnering with Afloat Melbourne, Lacoste launched ‘Le Club Lacoste’ - a floating, sun-soaked tennis-charged oasis on the Yarra that includes, a bookable floating tennis court, gig screens to watch the AO live, bespoke food & drink, DJs, ambassador appearances, a pop-up retail store.
Important to note, Lacoste isn’t an official AO apparel partner. Yet some of the biggest names in the game such as Novak Djokovic, Daniil Medvedev, Grigor Dimitrov and Eva Lys all wear the brand - all of which showed up for its unveiling and A VIP launch party in the lead up to the start of AO26.
Wilson Tennis Club
Wilson launched a pop-up site at the Melbourne Emporium that includes an AI photo booth and claw machine that gives tennis fans the opportunity to win prize such as signed rackets, autographed balls, pickleball paddles, Wilson sportswear, footwear, accessories, and more.
On ‘Thanks for Playing’
Iga Swiatek headlined an On pop-up activation featuring a custom-built blue court atop Crown, where she took part in a live hit.
This formed part of the Swiss sportswear brand’s ‘Thanks for Playing’ series which celebrates the spirit of grassroots tennis.
Reebox x THE ICONIC Sip & Serve
To celebrate the iconic return of the Reebok Club C collection, Reebok and THE ICONIC teamed up to host its ‘Sip & Serve’ event.
The Asics House
One of Melbourne’s luxury event spaces, Le Ciel, was transformed into ‘The Asics House’ - An immersive brand installation overlooking Melbourne Park.
It wasn’t only sports apparel brands getting active
1 Hotels Open
In partnership with Rodd & Gunn, the inaugural 1 Hotels Open brought together Jannik sinner and Naomi Osaka for a head-to-head game of pickleball – all under the watchful eye of referee, Clint Stanaway.
Crown Racquet Club, served by Grey Goose
Upstream from Le Club Lacoste, Crown has partnered with Racquet Club and Grey Goose to launch two state-of-the-art panoramic padel courts on the Yarra River, next to Melbourne’s iconic Riverwalk promenade.
QT Rooftop Racquet Club
QT Melbourne launched its Rooftop Racquet Club which has been serving Altos Tequilla’s ‘Match Point Palomas’ and features DJs, a pop up pickleball court and limited edition merchandise.
Chinese brands are sponsoring the Australian Open
The AO’s growing popularity is attracting sponsorships from major Chinese brands.
Luzhou Laojiao – The Chinese alcohol brand which makes baijiu (a strong liquor made from grain) was reported to be the AO’s largest Chinese sponsorship deal in history, valued at tens of millions of dollars. While the brand has minimal recognition among Australian consumers, its highly-visibile perimeter court placements at Rod Laver Arena and Margaret Court Arena have prompted widespread curiosity among local fans. In contrast, Luzhou Laojiao is a household name in China, and is the world’s most consumed spirit due to the sheer amount it’s drunk in the country. In 2023, Luzhou Laojiao signed a 5-year deal as the Official Baijiu Partner of the tournament.
Luckin Coffee - In 2024, Tennis Australia announced a new multi-year partnership with Luckin Coffee which will become the AO’s Official Coffee Partner in China and South East Asia. Luckin is a leading retail coffee company and at the time the deal was done, it had over 13,000 stores across more than 300 cities in China. Luckin has leveraged virtual signage at the AO to activate its sponsorship in China and across South East Asia.
Haier - The Chinese Consumer electronics company entered into a new 3-year deal as the Official TV and Appliance Partner of the AO and Summer of Tennis events.
Brands are sponsoring the Australian Open to tap into the Chinese market
For global and Australian brands alike, the AO has become more than a sporting event, it’s a trusted gateway into one of the world’s most complex and valuable consumer markets.
EZZ Life Science: Australian genomic life science company EZZ Life Science, signed a 3-year regional sponsorship deal with the AO in 2024 with the goal of expanding its brand presence in China. It’s leveraged digital advertising on AO platforms, social media takeovers, and influencer collaborations to engage Chinese tennis fans, and other key markets across APAC such as Indonesia, the Philippines, Thailand, and Vietnam - home to 550 million people.
Piper-Heidsieck - The official sponsor and champagne supplier of the Australian Open, views China as being at the center of the company’s ambitions, and that the Australian Open provides a valuable platform for brands like Piper-Heidsieck to connect with Chinese audiences.
“The Australian Open is a credible brand in China… That gives you an extra story to tell Chinese distributors, suppliers, and restaurants, because you’ve kind of got that stamp of extra credibility.”
- Piper-Heidsieck chief executive Damien Lafaurie
‘Regionalisation of advertising’
Tennis Australia has adopted a regionally tailored approach to sponsorship and advertising, selling rights by market rather than applying a single global partner model.
For example, in Melbourne the official Australian Open beers are Asahi and Balter (Mick Fanning’s brand) while in China the category is held by Tsingtao.
As Tennis Australia’s director of partnerships and international business, Roddy Campbell explains in The Age:
“Viewers watching TV in China see the official brand on their television [in the form of] on-court advertising, which is Tsingtao beer, which runs amateur tournaments in China”
Many other brands have been leveraging their AO partnerships across China - including Kia, Waterdrop, Dunlop, ANZ and Ralph Lauren.
Related: Why China is key to the Australian Open’s international growth strategy
Other AO-themed brand activations worth noticing
Realestate.com.au - was unveiled as the Official Real Estate Partner of the AO as part of a new multi-year deal - REA launched a bespoke campaign (including 2 x TVCs featuring Pat Rafter) which is set to feature across broadcast, print, digital, Melbourne Park and OOH/high-traffic areas across Melbourne
Mastercard - Launched its Quick Serve store at Melbourne Park
Emirates - Opened the AO Ballpark, as part of its presenting partnership
NEXO - Launched the AO26 $10 Million Bracket Challenge - tennis fans across Australia have been given the chance to win $10 million by correctly predicting the winner of every match in either the men’s or women’s singles draw – a total of 127 matches – before the tournament begins
*Today’s newsletter is part two of a two-part series that showcases how brands are leveraging the Australian Open - Visit here to view part one.
A-Leagues - Consumer Growth Executive
adidas - Director, Brand Activation
AFL - Data Insights Lead
Amer Sports - National Account Manager
Australian Grand Prix Corporation - Senior Membership Manager
Australian Sports Commission - Senior Event Manager
Auto & General - Sponsorship Manager
Athletikan - Co-Founder
Basketball Victoria - Digital Product Manager
Bastion - Managing Director - Experience
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Betfair Australia - Campaign Specialist
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Brand Collective - Marketing Coordinator - Reebok & Superdry
Champion Data - Commercial Manager
ClassPass - Field Account Executive - Brisbane
Cricket Victoria - Head Of Marketing And Communications
Cronulla Sharks - Head of Brand & Creative
Easygo - Senior Product Designer - Sportsbook
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EnergyAustralia - Sponsorship Lead
Entain Australia & New Zealand - Event Specialist
Football Australia - Competitions Media Manager
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Gemba - Account Executive
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Gold Coast SUNS - Digital Content Producer
Hawthorn FC - Corporate Development Executive
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Netball NSW - Social Media Manager - NSW Swifts
Netball Victoria - Community Growth Lead
Netball Queensland - General Manager - Nissan Arena
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News Corp Australia - Sports Reporter
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Nike - Lead, Account Marketing Sporting Goods/Sport Specialty Pacific
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Nine - Sport Reporter
Octagon - Senior Analyst
Paramount - Sports Reporter
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Picklebet - Affiliate Marketing Executive
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Pixellot - Regional Commercial Partnerships Manager
Rugby Australia - Development & Engagement Coordinator, Australian Rugby Foundation
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Rugby WA - Marketing & Communications Coordinator
Sea to Summit - Senior Marketing Manager
St Kilda FC - Marketing Coordinator
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Sports Entertainment Network - General Manager - TEAMS (VIC)
Sportsbet - Senior Strategy Manager
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Tabcorp - Partnerships Manager
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Two Circles - Consultant
Under Armour - Key Account Manager
Victoria Racing Club - Precinct Operations Coordinator
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Western Bulldogs - Head of Consumer
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