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Australian Open Signs Official Beer Partnership With Peroni

T
ennis Australia has announced the Australian Open has signed Peroni as its official beer partner ahead of the 2021 Australian Open on February 8.

As part of the deal, a custom designed Peroni Aperitivo Bar will feature in the Rod Laver Arena zone of the Australian Open in 2021, and at venues across Melbourne and Australia, with Peroni receiving pouring rights at restaurants, bars, and food outlets across the entire Melbourne Park precinct.

Tennis Australia chief revenue and experiential officer, Ben Slack, said: “It’s always exciting welcoming new brands to the Australian Open family and we look forward to working with Peroni to deliver a range of premium experiences for our fans across the tournament.”

“Our focus is to create amazing and memorable moments for our fans and guest at the Australian Open, a vision shared by Peroni, and we look forward to seeing the partnership grow,” he said.

CUB marketing general manager, Brian Phan, said Peroni is excited to join the Australian Open sponsor family ahead of the 2021 event.

“Peroni is synonymous with true style and is naturally at home at any premium occasion,” Phan said.

“Through our Australian Open partnership, we aim to elevate the tennis hospitality offering and bring new experiences to the fans at the Australian Open, at the favourite local venues, and also at home,” he said.

This deal comes as the Australian Open organisers continue to adapt to the ever-changing COVID-19 landscape in Melbourne and around the world, which has recently seen a positive COVID-19 test result recorded at the MCG Boxing Day Test raise questions about the safety of the Australian Open in a months’ time on February 8.