Piper-Heidsieck marks first major deal in professional sport
The Australian Open grand slam tennis tournament has secured Premium French brand Piper-Heidsieck as their official Champagne Partner.
As part of the three-year deal to start in 2019, Piper-Heidsieck will construct a Champagne House on Grand Slam Oval and will be poured throughout licensed outlets across the Australian Open precinct including public and corporate spaces and premium restaurants, Rockpool and Nobu.
Financial terms of the agreement were not disclosed but the deal is estimated to be worth up to $5 million and the partnership marks Piper-Heidsieck’s first major deal in professional sport.
On signing Piper-Heidsieck as the Australian Open’s Official Champagne, Australian Open Tournament Director, Craig Tiley, said he was pleased to welcome Piper-Heidsieck to the tennis family.
“We are delighted to partner with such a premium and internationally awarded Champagne House like Piper-Heidsieck.”
Tennis Australia Chief Revenue Officer, Richard Heaselgrave said the Australian Open is not only about world-class tennis, it is also a sports and entertainment festival.
“Piper-Heidsieck is recognised around the world for their excellence and prestige and we are very excited to welcome them on board for the Australian Open, starting in 2019,” he said.
“The Australian Open is now about much more than world-class tennis – it’s a sports and entertainment festival that attracts over one million fans to the precinct each year.”
Piper-Heidsieck’s Executive Vice President, Benoît Collard, said the Australian Open offers a fantastic opportunity for Piper-Heidsieck to continue to seduce Australians.
“We join Tennis Australia to celebrate shared values of excellence and audacity and together will strive to transform every visit at the Australian Open into a unique and memorable encounter.”
The 2019 Australian Open will take place in Melbourne from January 14-27 with Roger Federer and Caroline Wozniacki defending their singles titles.