3 min read

Asahi Beverages extends partnership with Australian Open


The Australian Open and Asahi Beverages have inked a new multi-year deal, reinstating Peroni Nastro Azzurro and Somersby as the official beer and cider partners of the prestigious tennis tournament.

Peroni Nastro Azzurro and Somersby will play a central role in enhancing the fan experience at the Australian Open. Peroni, synonymous with the laidback elegance of the Mediterranean, will transform the Grand Slam Oval into the Peroni Capri Beach Club. Here, tennis enthusiasts can bask in the relaxed beach lifestyle of Capri while catching all the riveting tennis action on giant screens.

The Peroni Capri Beach Club is set for Saturday, January 20, as Peroni takes the spotlight as the naming rights partner for one of the Australian Open’s standout days – Peroni Super Saturday. Positioned on Grand Slam Oval, this exclusive venue will offer live music, on-tap beer and an infectious energy that complements the buzz of one of the Open’s busiest days.

“We’re delighted to welcome Asahi’s iconic brands back to the Australian Open and to bring the partnership to life for fans with unique on-site activations,” Tennis Australia’s Chief Commercial Officer Cedric Cornelis said.

“Peroni Super Saturday is set to be an incredible day at the Australian Open and Grand Slam Oval will be the place to take in the atmosphere, without needing to miss a minute of the tennis.”

Marc Slater, Marketing Manager at Asahi Beverages, reciprocated the enthusiasm around the partnership.

“We are excited to return to the Australian Open, reinforcing our partnership with this iconic event,” Slater said.

“Our various on-site activations create a unique way for fans to engage with the tournament and our diverse range of alcoholic and non-alcoholic brands. We can’t wait to be part of the Australian Open’s vibrant atmosphere once again.

“The Peroni Capri Beach Club will be bringing the vibrant coastal lifestyle of Capri to Grand Slam Oval, offering fans a refreshing oasis retreat throughout the event. As naming rights partner to the Peroni Super Saturday, we look forward to reinvigorating one of the most iconic days on the Australian sporting calendar. With exclusive live music, big-screen viewing and fresh Peroni beer on tap, there is no better place to soak up the electric atmosphere of the AO.”

Fans attending the Australian Open can indulge in Peroni’s latest beer, Peroni Nastro Azzurro Stile Capri, an easy-drinking and refreshing beverage tailored for summer relaxation. The tournament also offers fans the chance to win a trip to Capri, Italy, along with ticketing and hospitality giveaways for the coveted Peroni Superbox at Rod Laver Arena.

The partnership extends beyond Peroni and Somersby, with Balter, one of Australia’s beloved craft breweries, featuring at the tournament. Serving a selection of crowd-pleasing beers at the sleek Balter Bar in Garden Square, and refreshing Somersby Super Crisp available outside Kia Arena, the collaboration promises to elevate the beverage experience for fans.

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