Weet-Bix Partners with Alex de Minaur to Inspire Young Tennis Stars

Australian tennis star Alex de Minaur has become the first tennis player to feature on the iconic Weet-Bix™ box, marking a historic milestone in the brand’s 126-year legacy. This collaboration underscores Weet-Bix’s commitment to supporting grassroots sports while strengthening its association with tennis through the AO Holiday Programs.

As Australia’s No. 1 tennis player, de Minaur’s collaboration with Tennis Australia and Weet-Bix offers young athletes a unique opportunity to connect with the sport and its community.  Central to the campaign is an exclusive promotion where ten winners will receive a private training session with de Minaur ahead of the 2025 Australian Open, including flights and accommodation for winners and their guardians.

“Mentorship is incredibly important in tennis. I’ve learnt so much from my mentors over the years, and I’m honoured to inspire the next generation through this initiative,” de Minaur said.

The AO Holiday Programs focus on fostering a love for tennis while promoting physical fitness and community connection. Tom Larner, Chief Tennis Officer at Tennis Australia, highlighted the significance of such initiatives:

“Through programs like this, we’re building more than just tennis skills. We’re encouraging kids to develop a lifelong passion for sport and community engagement.”

The partnership also sees Weet-Bix™ returning to its heritage of featuring Australian sporting icons, following in the footsteps of athletes like Tim Cahill, Brett Lee, and Elyse Perry. By aligning with grassroots efforts, this collaboration bridges nostalgia with a forward-looking approach to tennis development.

Additionally, the campaign includes 100 instant-win Rebel Sports vouchers, driving further consumer engagement and extending the program’s reach. Specially marked Weet-Bix™ boxes featuring de Minaur are now in stores, offering families nationwide the chance to participate.

Specially marked boxes are available in stores, with more details about the promotion and entry available at www.WeetBixAOHolidayProgramsExperience.com.au.

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