Grey Goose, the vodka brand, has announced a partnership with the Australian Open, the first tennis grand slam of the year.
As per the multi-year pact, the subsidiary of Bacardi has been named the tournament’s official vodka partner. The pact will also include specific cocktails being made in Melbourne and the unveiling of two “unique onsite hospitality experiences.”
Cedric Cornelis, Chief Commercial Officer at the Tennis Australia Governing body, has said “We take great pleasure in welcoming Grey Goose to our partner family. Like the Australian Open, Grey Goose is a premium brand renowned for delivering unforgettable experiences, making the partnership a natural fit.”
Grey Goose activations in Melbourne will include specific cocktails being made, as well as the launch of two “unique onsite hospitality experiences.”
Luiz Schmidt, Bacardi-Martini Australia’s Managing Director, said, “This exciting partnership allows us to enhance the off-court experience, offering fans the chance to enjoy the signature craftsmanship and luxury of Grey Goose in an atmosphere of unmatched excitement and celebration.”
Grey Goose was created in the 1990s and produced in France by an American businessman, Sidney Frank, who sold it to Barcardi in 2004. The alcohol company has rich sports sponsorship experience as it has one of the longest-running spirits partnerships in sports. The vodka brand has returned as the official vodka of the US Open for the 18th year.
Australian Open is chronologically the first grand slam of the year that is played at the Melbourne Park in Melbourne, Victoria, Australia. The competition is held before the French Open, Wimbledon and the US Open. The competition was founded in 1905, and it has been 112 editions, since the commencement of the tournament. The upcoming edition of the Australian Open will be played between Sunday, January 12 2025 – Sunday, January 26 2025.