The Australian Open has secured a multi-year deal with brewer Lion that will see Hahn become the official beer of the Australian Open and Australian Summer of Tennis.
Beyond Grand Slam Oval, fans will be able to enjoy the best of the Lion brand across the precinct, with Stone & Wood bringing its distinctly ‘coastal sunset’ atmosphere to Garden Square and world-leading Four Pillars will add to the Australian Open’s line up of fan favourites with a new gin-bar at Kia Arena.
Hahn takes over from Coopers as the official beer partner, while Asahi’s Balter and Peroni were also being poured around the Melbourne Park precinct last year.
At the heart of the new partnership is Hahn House, a vibrant new two-storey destination on Grand Slam Oval that is set to become one of the precinct’s premier social hubs during the tournament. Boasting a spacious layout, the venue will feature a lively beer garden and front-row access to the atmosphere and excitement that make the Australian Open one of the world’s great sporting festivals.
Fans can look forward to a range of exclusive Hahn initiatives throughout the summer, including limited-edition Hahn packaging, consumer competitions, tennis-inspired merchandise and a series of surprise experiences.
Extending the excitement of the Australian Open beyond Melbourne Park, Hahn will bring the spirit of the tournament to communities across the country through activations such as pop-up pickleball courts and tennis racket-shaped drinks trays, creating new opportunities for fans to engage with Australia’s premier summer sporting event.
‘A major milestone’
Lion chief executive and managing director Anubha Sahasrabuddhe, a B&T CMO Power List alumni, said the partnership represented a significant milestone for the company.
“Partnering with Tennis Australia is a major milestone for Lion as we continue to invest in Australia’s biggest cultural and sporting moments,” she said.
Tennis Australia chief commercial officer Cornelis added: “The Australian Open is where world-class sport, entertainment, hospitality and culture come together, and LION is a brand that shares our passion for bringing people together to celebrate great moments,”
“We are constantly looking for new ways to elevate the fan experience, and Hahn House will provide an exciting new destination on Grand Slam Oval where fans can soak up the atmosphere, enjoy great hospitality and stay connected to every moment of the action.”
