Hahn Secures Multi-Year Partnership as Official Beer of the Australian Open

Tennis Australia has significantly bolstered its commercial partner portfolio ahead of the upcoming summer of tennis, announcing a major multi-year agreement with beverage giant LION that positions Hahn as the Official Beer of the Australian Open.

Announced on 22 October 2026, the strategic alliance is set to transform hospitality and spectator engagement across Melbourne Park when the tournament kicks off from 11 to 31 January 2027. At the commercial epicentre of the partnership is the construction of Hahn House, a vibrant two-storey destination situated on Grand Slam Oval. Designed to act as one of the precinct’s premier social hubs, the customised venue features an expansive beer garden layout offering patrons direct access to the festival atmosphere surrounding the tournament.

Beyond Hahn’s marquee activation, the multiple brand partnership extends LION’s market presence across the entire sporting precinct. Stone & Wood will infuse its signature coastal atmosphere into Garden Square, while Four Pillars will curate an exclusive experience at Kia Arena. Furthermore, the collaboration incorporates nationwide consumer initiatives, including limited edition product packaging, sports merchandise, and interactive community programs featuring pop-up pickleball courts across Australia.

The partnership was engineered to elevate fan spend and enhance the broader hospitality ecosystem of the grand slam, aligning world class sport with premier beverage brands. Tennis Australia Chief Commercial Officer Cedric Cornelis underscored the strategic alignment between the sporting organisation and the beverage manufacturer.

“The Australian Open is where world-class sport, entertainment, hospitality and culture come together, and LION is a brand that shares our passion for bringing people together to celebrate great moments.

“We are constantly looking for new ways to elevate the fan experience, and Hahn House will provide an exciting new destination on Grand Slam Oval where fans can soak up the atmosphere, enjoy great hospitality and stay connected to every moment of the action,” Cornelis said. 

Echoing these commercial sentiments, LION Chief Executive Officer and Managing Director Anubha Sahasrabuddhe highlighted the broader brand investment value of aligning with Australia’s premier summer sporting spectacle.

“Partnering with Tennis Australia is a major milestone for LION as we continue to invest in Australia’s biggest cultural and sporting moments.

“The Australian Open sets the global benchmark for major events, and there is no better backdrop to share the love on and off the court, showcasing our portfolio through elevated hospitality experiences.

“We are looking forward to working closely with Tennis Australia to deliver the best guest experience possible across Melbourne Park and beyond during the Summer of Tennis.” Sahasrabuddhe said. 

With ticket sales already moving swiftly via Ticketmaster and corporate hospitality demand surging, the Hahn partnership reinforces the Australian Open’s standing as a premier commercial platform for leading consumer brands.

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