In 2021, Louis Vuitton has become the official partner for the Australian Open’s trophy trunk for the first time.
The latest company to join the trend of embracing the grand slam is the French fashion house, as it is now seen as the top Melbourne sporting event for companies and influencers to attend.
“It really kicks off the summer and there is no better time of the year in Melbourne than the summer,” said celebrity stylist and influencer Elliot Garnaut, who will attend the event as an ambassador for Ralph Lauren.
Garnaut, a prominent member of the social scene in Melbourne, has a packed schedule with numerous social gatherings and occasions. This includes the spring racing carnival, specifically the Melbourne Cup where he has served as a brand representative. However, he openly declares that the grand slam is his preferred event.
He stated that there is no equivalent to the energy generated by this event.
The event’s success is in stark contrast to another major sports event in the city, the Melbourne Cup Carnival, which has seen a decrease in popularity.
In 2023, a total of 244,208 individuals participated in the four race meets, which was significantly lower than previous years.
Last year, the Australian Open set a new record for attendance with 839,192 attendees at Melbourne Park over a span of two weeks. Additionally, millions more watched from home and various locations such as Federation Square and Birrarung Marr.
-
Join Guardian Australia’s mailing list for daily news updates, delivered to your inbox in the morning and afternoon, completely free of charge.
In 2024, the Australian Open has attracted many new sponsors, such as Louis Vuitton and New Balance, due to its widespread popularity. Additionally, some long-standing sponsors, like Canadian Club, are celebrating their 10-year partnership with the event.
According to Dr. Amanda Spry, a marketing professor at RMIT, a number of well-known companies have quietly distanced themselves from the Melbourne Cup because of worries about animal mistreatment and negative connections to alcohol and gambling.
However, she states that the Australian Open, a tournament known for attracting major international brands, did not have the same negative associations.
She states that it is a prestigious athletic competition that is closely tied to Melbourne. It carries strong connotations of history and customs, as well as the essence of summer and enjoyment.
The price of sponsorships is kept confidential, however, Spry mentions that the average cost for a yearly deal is approximately $3 million. This amount may be higher for top-tier partners, including Emirates (the designated airline), Chinese spirit Luzhou Laojiao (the designated baijiu partner), Rolex (the designated timekeeper), and Ralph Lauren (the designated outfitter).
According to sources, Kia is the sole “major sponsor” for the open and reportedly pays around $20 million. Other sponsors pay less but provide a significant amount of free products, such as Bondi Sands. The company recently announced its intention to distribute 600,000 samples of their new sunscreen during the first two weeks of the event.
Piper-Heidsieck was the initial champagne company to collaborate with the Australian Open six years ago. The CEO, Benoît Collard, states that Tennis Australia was actively trying to broaden the event’s audience beyond die-hard tennis enthusiasts.
Collard mentioned that the central location provided a chance for people to come together after work and enjoy drinks while watching tennis, which was a novel experience.
According to Collard, the Australian Open’s entertainment and hospitality options have made it the largest event in the Asia Pacific area, while also maintaining its high-quality reputation.
According to him, this sets it apart from other events that may occur in Australia. It is both exclusive and accessible, with invitation-only events and a champagne bar open to anyone with a ground pass.
Dr Kasey Symons, a researcher at Swinburne University, focuses on promoting equal opportunities in sports involvement. According to her, the Australian Open’s popularity has greatly increased in the past ten years due to the organizers’ dedication to inclusivity.
She explains that there are numerous ways to participate and motivations for being present, which helps eliminate obstacles that specifically affect women and gender diverse individuals when it comes to attending sports events.
Individuals have the option to relax in the gardens and enjoy an Aperol Spritz with their companions. They can also go shopping, grab a bite to eat, or watch one of the live bands while potentially catching some of the tennis matches.
It could potentially lead to developing an interest in tennis, but it’s not forced upon you.
Garnaut acknowledges that the Australian Open’s popularity has significantly increased, as evidenced by the number of people dressing up for the event.
“He described it as being very preppy, where you can embrace a relaxed sense of luxury. For men, think of a stylish polo shirt paired with chinos, while women can opt for classic skirts, jumpers draped over the shoulders, and Mary Jane shoes.”
Source: theguardian.com
