Mastercard has extended its global partnership with the Australian Open.
In a multi-year deal, as the official payment partner, the brand will feature on signage on court and around the precinct.
It will also create onsite activations and events, and social media content. The value of the deal has not been revealed.
“Mastercard is thrilled to once again be partnering with Tennis Australia to put on another magical Australian Open in 2020,” says Rustom Dastoor, senior VP of marketing and communications, Asia Pacific, at Mastercard.
“This world-class tournament offers Mastercard infinite possibilities to create priceless experiences for cardholders and consumers around the world that will bring the tournament to life in meaningful ways that are sure to leave a lasting impression.”
Mastercard has shifted its focus to experiential marketing over the years, with the brand having more than 4,000 different sponsorship assets in 2017.
“I’m delighted we have the opportunity to work together to continue to enhance the fan experience, both here at Melbourne Park, and globally via our online platforms,” Tennis Australia chief revenue and experiential officer Richard Heaselgrave says.
“As the Australian Open evolves, we look to collaborate with world-class brands that share our vision for celebrating elite sport, innovation and one-of-a-kind experiences.”
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