Carlton & United Breweries (CUB) has formed a new partnership with Tennis Australia to secure the pouring rights at the Australian Open and the ATP Cup.
The multi-year deal will see Stella Artois will become the new Official Beer and Pure Blonde Organic Cider the new Official Cider for the upcoming tennis tournaments.
CUB will have pouring rights at restaurants, bars and food outlets across the Australian Open, ATP Cup in Perth, Brisbane and Sydney, the Adelaide International, the Brisbane International, the Hobart International and year-round pourage at Melbourne & Olympic Park.
“We are delighted to welcome CUB to the tennis family at both the Australian Open, and the inaugural ATP Cup,” Tennis Australia Chief Revenue Officer, Richard Heaselgrave, said.
“The summer of tennis is a celebration of world-class sport and entertainment, and we are continuing to align ourselves with leading global brands that can help us create memorable moments and provide premium experiences and choice for our fans.”
Part of the wide range available will also be the Yak herd and 4 Pines Pale Ale.
“For fans, being at the tennis is all about the good life and having fun with friends while watching the best players in the world. We want to capture that moment and bring new experiences to the fans,” CUB Marketing Vice President, Brian Phan, said.
“We’ll have our local, global and craft beers flowing for adults to enjoy in the sunshine – there will be something for everyone.
“We’re excited about our long-term sponsorship of the Australian Open.
“It’s one of the biggest sporting events in Australia, and we’re proud to be on board.”
At the Australian Open, two bars will pop-up at Grand Slam Oval, providing a fun and relaxed hub for fans to watch the tennis, while the AO Live Stage and Court 3 will also have dedicated bars.