Coopers Brewery has become the official beer supplier of the Australian Open and other Tennis Australia tournaments for the next five years. The South Australian-based brewer takes over from Heineken in one of its largest sports sponsorship agreements.
Beer poured at next year's open will include Coopers Original Pale Ale, Coopers Premium Lager and Coopers Premium Light, with the latter two brews to receive fresh packaging for the event.
The sponsorship package also includes lead-up tournaments in Brisbane, Sydney, Adelaide and Hobart from 2017 and Perth's Hopman Cup from 2018.
“It means Australia’s premier summer sporting event, which runs over the last two weeks of January, including Australia Day, will have a premium Australian beer associated with it," Coopers national sales and marketing director Cam Pearce says.
This year's Australian Open attracted more than 720,000 spectators and sponsor interest in the event continues to grow.
Recently, AdNews revealed that Tennis Australia appointed Zenith as its new media agency following a competitive tender process.
Dutch beer giant Heineken will play a prominent role in Melbourne's other major global sports event after becoming the official beer of the Formula One.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org