MELBOURNE: Tennis Australia, the organizers of the Australian Open, announced on Thursday that premium French champagne brand Piper-Heidsieck will be the official champagne partner for the first Grand Slam of the tennis calendar for the next 3 years.
The brand has been awarded the most amongst champagnes in the 21st century.
As part of the deal, Piper-Heidsieck will also construct a Champagne House on the Grand Slam Oval and will be poured throughout licensed outlets across the Australian Open precinct including public and corporate spaces and premium restaurants, Rockpool and Nobu.
Commenting on the deal, Tennis Australia’s chief revenue officer, Richard Heaselgrave, said that the Australian Open is not only about world-class tennis but is also a sports and entertainment festival.
“Piper-Heidsieck is recognised around the world for their excellence and prestige and we are very excited to welcome them on board for the Australian Open, starting in 2019,” he said.
“The Australian Open is now about much more than world-class tennis – it’s a sports and entertainment festival that attracts over one million fans to the precinct each year.
“Socialising and celebrating are a key part of our event’s appeal, and this new partnership with Piper-Heidsieck, and their Champagne House activation at Grand Slam Oval, will add a fun, new element to the event for our fans.”
Piper-Heidsieck’s executive vice president, Benoît Collard, spoke about the brand’s proud history and the opportunities the Australian Open provides it with.
“We join Tennis Australia to celebrate shared values of excellence and audacity and together will strive to transform every visit at the Australian Open into a unique and memorable encounter.
“Seduction is part of our heritage; from Queen Marie-Antoinette at the House’s birth in 1785, to winning Marilyn Monroe’s heart, we hope to continue to seduce Australians through this exciting Australian Open partnership,” said Mr Collard.
