New sponsor Lipton Ice Tea is launching an activation at TOPCOURT, featuring a branded Lipton Island bar, exclusive iced tea creations, and limited-edition packaging.
Returning partners including M&M’S are also expanding their presence with interactive campaigns to engage fans on-site and at home.
The Australian Open is becoming a premier platform not just for tennis, but for brands that aim to engage audiences through immersive, fan-focused experiences. This emphasises a shift in sponsorship, with brands prioritising purposeful experiences over logo placement.
This shift redefines the value of partnerships and sponsorships, placing emphasis on long-term collaboration and data-driven engagement over visibility. The AO is no longer viewed as just a sporting event, it is recognised as a fan-centered entertainment and lifestyle forum where intentional experiences drive meaningful engagement.
With over 1.2 million fans attending the tournament in 2025, the AO offers a platform for mass reach, cultural relevance, and live experiences in one forum.
As part of the sponsorship, Lipton will create a dedicated zone at TOPCOURT called Lipton Island, featuring an island-inspired space with a terrazzo bar, shady palms, and bright umbrellas, offering attendees a relaxing spot to relax and enjoy the tennis action.
At the center of Lipton Island will be a custom bar offering exclusive iced teas, made specifically for the Australian Open, with a key focus on creating a no-alcohol experience that Gen-Z can enjoy. Lipton’s partnership extends beyond the tournament, featuring limited-edition Australian Open packaging in 500ml and 1.5L formats, along with in-store activations at Coles and Woolworths nationwide.
