The Australian Open is back in 2026, once again opening the Grand Slam calendar with two weeks of elite tennis, packed stands at Melbourne Park, and global broadcast exposure that few sporting events can match.
As the season’s first major, the tournament continues to set the competitive and commercial tone for the year, attracting the world’s best players alongside a deep and diverse sponsor portfolio.
The event’s appeal goes far beyond the court. With millions of fans tuning in across markets, premium hospitality demand and a festival-style atmosphere built around food, fashion, music, and technology, the Australian Open remains one of the most commercially bankable properties in world sport.
Reigning singles champions Jannik Sinner and Madison Keys return to Melbourne as the players to beat following their 2025 title runs. With established stars defending their ground and emerging challengers eyeing breakthrough moments, the 2026 edition is expected to deliver another high-intensity fortnight.
As ever, the Australian Open’s relevance stretches beyond match results. The tournament continues to dominate January’s sporting conversation, blending elite competition with lifestyle, culture, and destination branding on a global scale.
Off the court, the Australian Open has evolved into a multi-layered commercial platform. Strong broadcast reach, digital innovation, premium ticketing and immersive fan experiences have made it a preferred destination for brands across automotive, banking, luxury, food and beverage, technology, travel and lifestyle sectors.
The 2026 sponsor roster reflects that strength, combining long-standing partners with newer brands looking to tap into tennis’ affluent, international, and highly engaged audience base.
Major Partner
Kia
Kia continues as the Australian Open’s sole major partner, anchoring one of the longest-running sponsorship relationships in global sport. The automotive brand benefits from category exclusivity, centre-court visibility, and tournament-wide vehicle integration, reinforcing its global scale and innovation credentials.
Associate Partners
ANZ
ANZ remains the official bank of the Australian Open, using the tournament to connect financial services with everyday consumer engagement. Its activation spans naming rights, digital platforms, and on-site experiences, underlining its long-term investment in elite sport.
Luzhou Laojiao
Luzhou Laojiao continues to use the Australian Open as a gateway to international audiences. The partnership targets premium consumers through hospitality-led activations, reflecting the event’s growing influence across Asia-Pacific markets.
Emirates
Emirates aligns its global aviation network with the Australian Open’s worldwide footprint. The partnership strengthens the airline’s association with international travel, premium experiences, and elite global sport.
Rolex
Rolex maintains its long-standing connection with tennis through the Australian Open. The brand’s presence reinforces precision, heritage, and excellence, underscoring the tournament’s premium positioning.
Official Partners
The Australian Open’s official partner lineup reflects a deliberate mix of global brands, local leaders, and emerging players, each leveraging the tournament’s scale in different ways.
The a2 Milk Company aligns nutrition and performance with elite sport, targeting health-conscious audiences through functional wellness messaging.
Olmeca Altos, Aperol Spritz, Asahi, Balter, and Brookvale Union anchor the tournament’s food and beverage ecosystem, tapping into the social, summer-driven nature of the event.
Health and wellbeing brands such as Bupa, Chemist Warehouse, EZZ Life, Waterdrop, and YoPRO use the Australian Open to reinforce active lifestyles, recovery, and everyday health.
Luxury and lifestyle positioning is driven by brands including Louis Vuitton, Ralph Lauren, Grey Goose, and Piper-Heidsieck, all leveraging the event’s premium hospitality and global visibility.
Technology and innovation partners such as Google Pixel, Infosys, CyberCX and SafetyCulture underpin the tournament’s digital infrastructure, analytics and operational scale.
Travel, mobility, and commerce are supported by Marriott Bonvoy, DiDi, Mastercard, realestate.com.au, and Visit Victoria, all capitalising on the tournament’s ability to drive movement, spending, and tourism.
Sporting credibility is reinforced by equipment and performance brands Dunlop, Yonex, New Balance, and Pirelli, while consumer engagement is broadened by mass-market names such as M&M’s and Lipton.
Emerging and alternative finance is represented by Nexo and ABC Bullion, highlighting the tournament’s appeal across both traditional and new-economy sectors.
Taken together, the Australian Open 2026 sponsor roster underlines why the tournament remains one of the most valuable commercial assets in global sport. It is not just a tennis event, but a two-week platform where performance, lifestyle, technology, and culture intersect, delivering unmatched exposure for brands and setting the benchmark for how modern sporting events are monetised.
