Here’s How Some Brands Are Capitalising On The Australian Open

Here’s How Some Brands Are Capitalising On The Australian Open

With the Australian Open now well and truly in full swing, B&T thought it would be grand if we highlighted some of the brands taking full advantage of the tennis slam.

Uber and Uber Eats

Uber has signed up as the official ridesharing partner of Australian Open in 2019.

The company is encouraging people to ditch the keys and use their services during the biggest sporting event in January.

Uber’s food delivery arm, Uber Eats, has also been making a big marketing push during the tournament with some cleverly disguised ads during match breaks. Check out a couple of them below:


Iconic Australian bag brand Crumpler has launched its first courtside shoppable space and limited-edition bag collaboration with the Australian Open.

Drawing on characteristics unique to the Australian Open’s home city, the Crumpler shoppable space reflects and merges the city’s industrial architecture, shades of blue, boutique retail and food offerings and deconstructed graffiti laneways.

Crumpler x AO

The space replicates Crumpler’s latest store fixture suite used at its most recent concept store in Jem, Singapore. It’s the first iteration of the new store concept as seen by Australian customers.

The limited-edition Crumpler x AO bag collaboration features the brand’s signature sleek designs and functionality, and includes backpacks, cross body bags, messengers and totes.


The grand slam’s official hair and skincare partner has opened the doors to a purpose-built nature’s playground available for all Ground Pass holders.

It is complete with a hedge maze, ‘Sunflower Slide’, mini trampolines, a Garnier Fructis-scented-bubble-blowing see-saw, a Micellar Water ball pit filled with 100 per cent recycled plastic balls and fruit-shaped inflatables and more.

Garnier Australian Open activation

Along with the playground, Garnier is also giving away more than $750,000 worth of product and hosting an exclusive players’ beauty bar.

Treasury Wine Estates

Treasury Wine Estates (TWE) has signed up as the official wine supplier for this year’s Australian Open.

TWE is supplying a range of premium Australian wines to many of the restaurants and food outlets across Melbourne Park, with a special showcase within the vineyard precinct at Grand Slam Oval.


Energy company AGL has employed out-of-home marketing agency TMS Outdoor to pedal people from Melbourne’s Federation Square to the Australian Open festival entrance throughout the grand slam with rickshaws.

AGL Australian Open rickshaw ride

Lavazza, Barilla and Aperol

The Australian Open hosted Italian Partner Day last week, with Italian-based partners Lavazza, Barilla and Aperol bringing to life activations for fans.

A social media competition saw Australian Open attendees take photos at Lavazza’s, Aperol’s and Barilla’s onsite locations, and share them on Instagram using the hashtags #ItalianPartnerDay and #AusOpen.

Barilla’s Masters of Pasta custom-built restaurant has returned for a second year in a new location in the vineyard precinct on Grand Slam Oval.

Fans craving an authentic coffee fix will find it at Lavazza, with the Grand Slam Oval two-story custom-built Lavazza Café serving not just traditional long-blacks and café lattes, but also bespoke cold beverages including ‘Cremespresso’ and ‘Nitro Cold Brew’.

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Aperol Australian Open Australian Open 2019 Barilla Crumpler garnier Lavazza Treasury Wine Estates Uber Uber Eats

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