The Australian Open isn’t just a showdown between the world’s best tennis players, it’s also a battleground for brands too. Much like the Super Bowl in the US, one of Australia’s biggest summer sporting events has become a big ticket marketing moment.
For our readers, you’ve come in luck. In the very first instalment of Spotlight on Sponsors in 2026 we are breaking down the many activations that have stayed tightly under wraps until the first serve of the main competition on Sunday, January 18.
From limited-edition merch to court-side takeovers, brands are tapping into the energy and global spotlight of the Open with sponsorships that are bold, timely and unmistakably Australian. Whether you’re there for the tennis, the vibe or a cheeky Altos margarita, these activations prove that when the Australian Open rolls around, marketing teams are just as competitive as the athletes on the court.
The first ball hasn’t been hit, but that doesn’t mean the competition hasn’t already begun. Without further ado lets dive into the brands who are already laced up.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
ANZ
Tennis Australia has recently extended its long-standing partnership with ANZ, naming it the official bank of the Australian Open under a new multi-year global agreement.
The renewed deal builds on a 16-year relationship between Tennis Australia and ANZ and includes the unveiling of ANZ Arena at Melbourne and Olympic Park.
ANZ Arena will host matches during Australian Open 2026 and serve as the home of the tournament’s qualifying competition, placing emerging talent on a court with a strong historical legacy. The venue has previously hosted milestone moments including Lleyton Hewitt’s Grand Slam debut in 1997 and Thanasi Kokkinakis’ first Australian Open win in 2024.
Tennis Australia CEO Craig Tiley said the extension reflects the strength and longevity of the partnership.
“ANZ has been a valued partner of Tennis Australia for more than 16 years, and this expanded, multi-year agreement reflects our shared commitment to delivering outstanding experiences for fans, players and the broader community,” he said.
“The unveiling of ANZ Arena is an exciting milestone. It’s a court that celebrates our game’s past while creating opportunities for the next generation, and we’re confident it will be the setting for many memorable Australian Open moments.”
ANZ ambassador and 2022 Australian of the Year Dylan Alcott reflected on the significance of the court’s evolution.
“This court has always been about opportunity and inclusion, and it’s great to see it continue to play such an important role at the Australian Open.”
ANZ Arena will also showcase Australian tennis history through a series of painted murals lining the internal entrance walls. Developed in partnership with Jacky Winter Group, the artworks will be refreshed annually, with the 2026 edition featuring portraits of Australian tennis figures including Dylan Alcott, Alicia Molik and Lleyton Hewitt, illustrated by Nigel Buchanan.
M&M’S
M&M’S has invited Aussies nationwide to spot the brand throughout the Australian Open tennis tournament and score free chocolate. The Mars chocolate snack has launched M&M’S Spotto and will return its iconic Australian Open Pop-Up Store as the official confectionary partner.
M&M’S said it will bring “a new level of colourful fun to the summer of tennis” by creating ways for fans across Australia to play along, whether tuning in from the couch or soaking up the atmosphere live in Melbourne.
Running nationwide Spotto began on January 12 and will be running to February 1, giving Aussies the chance to score free chocolate by spotting its Yellow and Red characters or logo during the AO, on TV, billboards, at the tennis, or anywhere across the country.
In a first-of-its-kind custom collaboration between M&M’S and Amazon Ads Brand Innovation Lab, fans can upload a photo of their M&M’S Spotto sighting at amazon.com.au/spotto to redeem a free pack of chocolate with any eligible order over $10.
“Fans blew us away during our debut at the AO last year with their passion and enthusiasm for the M&M’S brand – we had queues out of the pop-up shop door every day! This year, we’re taking the M&M’S fun to the next level – introducing M&M’S Spotto to create joyful, inclusive moments for Aussies all across Australia as they enjoy the tennis. We’re ready to make it the sweetest season yet,” said Mars Snacking Australia head of brand and content Richard Weisinger.
Alongside Spotto, the confectionery brand will bring the fun to the biggest event this summer in Melbourne with the return of Australia’s only M&M’S Pop-Up Store to the AO precinct from January 12 – February 1, treating fans to a first taste of the new M&M’S Crunchy Cookie flavour.
Visitors can fill their own customised canisters from the iconic chocolate wall, featuring two AO-exclusive shades (pink and light blue) made locally at the M&M’S Ballarat factory. The store will also offer limited-edition merch, character meet-and-greets, and fun photo moments throughout the tournament.
Inspired by global flagship stores in New York, London, and Shanghai, M&M’S Melbourne will serve as the brand’s unofficial eighth store worldwide, and the only one in the Southern Hemisphere.
Lipton Ice Tea
Lipton Ice Tea signed up as the tournament’s official Ice Tea last week.
As part of the partnership Lipton will be bringing ice-cold refreshment to the AO, with Ice Tea available at all bars across the precinct, providing fans with a refreshing beverage option as they take in the tennis and all the off-court action on offer.
“Each year we look to bring new experiences to Melbourne Park that add to the atmosphere of the tournament, and we’re so pleased to welcome Lipton Ice Tea for 2026,” said Cedric Cornelis, Tennis Australia’s chief commercial officer.
“Their presence across the precinct will offer attendees a refreshing way to enjoy their time at the AO.”
Lipton Ice Tea is set to bring a vibrant fan experience to TOPCOURT, with Lipton Island—a refreshing oasis where fans can cool down and relax between matches. Featuring a terrazzo bar, shady palms and bright umbrellas, the island-inspired space is set to become a go-to destination.
At the heart of Lipton Island is a custom-built bar serving a selection of exclusive iced tea creations, crafted specifically for the Australian Open and available only at TOPCOURT.
“We’re thrilled to be the Official Ice Tea of the Australian Open for the very first time, bringing icy-cold refreshment, and a no-alcohol TOPCOURT experience designed for Gen Z. We can’t wait to reveal the drinks that everyone will be talking about,” added Gabby Manu, Lipton’s brand manager.
The partnership will also extend beyond Melbourne Park, with limited-edition Australian Open packaging available nationally in 500ml and 1.5L formats, supported by in-store activations at Coles and Woolworths.
YoPRO
Just before 2025 came to a close The Australian Open signed a delicious partnership with Australian protein yoghurt, YoPRO marking the brand’s first-ever activation at the iconic Grand Slam.
The collaboration signals YoPRO’s long-term commitment to major sporting moments as it continues to expand its performance-led brand platform, Feed Your Progress.
Throughout the tournament, YoPRO will deliver a series of immersive, high-energy activations designed to bring Feed Your Progress to life across Melbourne Park. Key elements include the NetClub served up by YoPRO—a fast-paced, open-to-the-public pickleball experience positioned at TopCourt, offering fans the chance to move, compete and recover with YoPRO. A YoPRO Progress Station—serving YoPRO’s 15g Core Range with custom toppings, giving fans a delicious, high-protein snack option as they explore the AO precinct. Finally, a YoPRO topping bar, which will be in a dedicated space for athletes to refuel with YoPRO between matches and training sessions.
Closing the tournament experience will be exclusive appearance moments and content integrations featuring global ambassador and World No.1 Carlos Alcaraz. His presence at the AO will mark the first time he activates onsite in this role, offering fans a unique chance to connect with one of the world’s most dynamic athletes.
“We’re incredibly proud to join the Australian Open, marking an exciting new chapter for YoPRO. With Carlos Alcaraz stepping into his role as our Global Ambassador—and activating at the AO in this role for the very first time – we are celebrating a shared belief in the power of progress, whether you’re competing on centre court or taking the first steps in your fitness journey. This partnership allows us to connect with fans in an authentic, inspiring way and reinforces YoPRO’s commitment to fuelling movement, performance and recovery,” said Xavier Gonzalez, head of marketing, Danone Saputo Dairy Australia, YoPRO
“We’re thrilled to welcome YoPRO to the Australian Open family. This collaboration brings together two brands committed to performance, wellbeing and pushing boundaries. YoPRO’s innovative approach and athlete-first mindset, highlighted by their work with Carlos Alcaraz, will help us deliver fresh, dynamic experiences for fans and players at Melbourne Park. We look forward to building this partnership and creating impactful activations at AO 26 and beyond,” added Cedric Cornelis, chief commercial officer, Tennis Australia.
“I’m excited to join YoPRO at the Australian Open for the first time in my role as a Global Ambassador. Progress is something I focus on every day, both on and off the court, and I love that YoPRO shares that same mindset. I’m looking forward to connecting with fans in Melbourne and celebrating all the big and small steps that make us progress every day,” concluded Alcaraz.
Bupa
Tennis Australia announced Bupa as its official healthcare partner and digital health partner of the Australian Open back in October.
As part of the partnership Bupa also became the supporting partner of All Abilities Day held during the Australian Open, reinforcing its commitment to health, access and inclusion at one of the world’s premier sporting events.
“We’re proud to partner with Bupa to champion health and inclusion at the Australian Open. Whether it’s through All Abilities Day or offering more ways for people to pick up a racquet, this collaboration is about ensuring the AO continues to lead the way in creating a healthier, more inclusive sporting experience for everyone,” said Tennis Australia’s chief commercial officer Cedric Cornelis.
Bupa APAC CEO Nick Stone said sport played a vital role in Australian’s physical, mental and social wellbeing and Bupa’s partnership with the Australian Open will showcase innovative health services and inspire Australians to lead healthier lives, including through its digital health platform, Blua.
“As the official healthcare partner and digital health partner of the Australian Open 2026, we feel privileged to be supporting the wellbeing of fans both on and off the court, and elevating the importance of inclusive and preventive health,” he said.
“Through the Open, we want to encourage Australians to take steps towards healthier lifestyles and showcase how technology, including on our Blua platform, can make healthcare more accessible, connected and personalised.”
Bupa was also the presenting partner of the inaugural All Abilities Week, that took place from October 20-26, 2025. The week celebrated inclusive tennis for people with disability and highlighted the coaches, clubs and communities championing accessible and inclusive tennis across Australia.
During the Australian Open, Bupa customers will have access to two-for-one Ground Passes Monday to Friday during Opening Week and week two of the tournament, which includes All Abilities Day on Tuesday January 27, 2026.
The a2 Milk Company
Making a splash for the first time in October as the official dairy milk partner of the Australian Open is The a2 Milk Company. This year’s Open marks the first time a2 has ever been involved.
“We’re delighted to welcome The a2 Milk Company to the Australian Open family. Both of our brands share a strong connection to health, wellness and quality, making this partnership a natural fit,” said Tennis Australia’s chief commercial officer Cedric Cornelis.
“Just as the AO is about creating positive experiences for fans on and off the court, a2 Milk is committed to supporting healthier lifestyles. We’re excited to bring that shared vision to life at AO 2026 and beyond.”
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At the Australian Open 2026, a2 Milk will be served in hospitality areas, player facilities and cafés throughout Melbourne Park, giving athletes, fans and guests the chance to enjoy the naturally A1 protein-free milk trusted by millions around the world.
Managing director and CEO of The a2 Milk Company David Bortolussi said the partnership marked an exciting new chapter for the brand.
“Our partnership with AO is a significant opportunity to showcase a2 Milk locally and internationally with consumers and elite athletes, supporting our premium positioning and brand awareness.
“We are delighted to be a partner of Australia’s flagship international sporting event.”
Altos
October proved to be quite the month for The Australian Open, as it also found its newest doubles partner in Altos.
As the first official tequila of the Australian Open, Altos will be bringing a slice of its home in the highlands of Jalisco, Mexico, to the ever-popular Grand Slam Oval. Over the three-week tournament, the doors of Casa Altos will swing open; a place for summer vibes, top tequila cocktails served at the nine-metre long bar, and a few surprises.
To welcome people to Casa Altos, co-creator Dre Masso will fly in to lead the celebration and share the spirit of Altos with guests. Masso created Altos alongside fellow world-renowned industry legend (the late) Henry Besant, with esteemed Maestro Tequilero Jesus Hernandez in pursuit of creating a quality tequila for bartenders.
Pernod Ricard ANZ marketing director, Kristy Rutherford, said this was a landmark moment for Altos to be joining one of only four Grand Slams globally.
“Altos will be bringing some of the most popular cocktails in the country, alongside a custom AO cocktail,” she said.
“Our home on Grand Slam Oval, Casa Altos, brings to life our individual lifestyle. This is a tequila with true heart, and having Dre Masso here to share it with the thousands set to join us at Casa Altos will bring it to life for spectators even more.”
Grand Slam Oval was the place for drinks in 2025, and Altos is the natural fit with tequila being one of the fastest-growing spirit categories in Australia.
“We’re delighted to welcome Altos Tequila to the Australian Open family. The AO is all about celebrating tennis, summer and culture, and Altos brings a vibrant energy that fits perfectly with that spirit,” commented Cedric Cornelis, Tennis Australia chief commercial officer.
“From Casa Altos on Grand Slam Oval to courtside cocktails, this partnership is set to elevate the fan experience in a fresh and exciting way.”
Altos Lime Margarita and Watermelon premix cans will also be available at bars throughout the tournament, ensuring fans can enjoy premium tequila wherever they are at the AO.
Joining Altos is fellow Pernod Ricard brand Código 1530 Tequila, an official partner of the Australian Open. Código will be featured exclusively in AO Reserve bars.
Beyond the Australian Open, Altos will join Summer of Tennis celebrations across the nation as the Official Tequila of the United Cup in Perth and Sydney, and the Brisbane, Adelaide and Hobart Internationals.
Jacob’s Creek
Casting our minds all the way back to September, The Australian Open announced the return Jacob’s Creek as the Official Wine Partner of the tournament.
Jacob’s Creek previously partnered with the AO from 2009 to 2018. Returning in 2026, the brand will once again take its place at the heart of the Happy Slam, sharing its winemaking legacy with fans in Melbourne and beyond.
“Jacob’s Creek is synonymous with connection, celebration and the Australian way of life,” Tennis Australia chief commercial officer Cedric Cornelis said.
“We’re delighted to welcome them back to the Australian Open. Fans can look forward to raising a glass of one of Australia’s most loved wines as part of their AO experience, in what promises to be an incredible Australian Open.”
“We are proud to once again partner with the Australian Open as its official wine. This collaboration reflects our shared commitment to excellence, celebration, and bringing people together to create memorable experiences,” said Vinarchy CMO Sandy Mayo.
“We look forward to raising a glass of Jacob’s Creek with fans across the globe as we celebrate an unforgettable tournament in January 2026.”
As part of the partnership, Jacob’s Creek will also debut a new wine bar in Garden Square. Blending sophistication with accessibility, it will create a welcoming space for fans to savour the tennis and enjoy a curated selection of wines, perfectly suited to summer afternoons courtside.
Beyond precinct, the partnership will come to life in stores and in venues across Australia showing up with bold presence and impactful activation for consumers to experience.
