The Australian Open has announced a multi-year extension to its partnership with Mastercard.
As part of the collaboration, Mastercard is set to deliver a range of activation experiences throughout the tournament to fans onsite and around the world.
Tennis Australia’s Chief Revenue and Experiential Officer Richard Heaselgrave commented: “There is an incredible synergy between the Australian Open and Mastercard.
“I’m delighted we have the opportunity to work together to continue to enhance the fan experience, both here at Melbourne Park, and globally via our online platforms.
“As the Australian Open evolves, we look to collaborate with world-class brands that share our vision for celebrating elite sport, innovation and one-of-a-kind experiences.
“The level of choice this January is unprecedented, and we have worked incredibly hard to expand our food, entertainment and family friendly offerings, with Mastercard aligning perfectly in helping us create lifetime memories for millions of fans.”
As official payment partner of the tournament, Mastercard will benefit from brand exposure at the tournament with increased signage on court and around the precinct, including at point of sale in retail outlets. Additional opportunities include creating bespoke experiences for fans, an onsite consumer activation and the production of digital content for social platforms.
Rustom Dastoor, Senior Vice President, Marketing & Communications, Asia Pacific, Mastercard added: “Mastercard is thrilled to once again be partnering with Tennis Australia to put on another magical Australian Open in 2020.
“This world-class tournament offers Mastercard infinite possibilities to create priceless experiences for cardholders and consumers around the world that will bring the tournament to life in meaningful ways that are sure to leave a lasting impression – whether they’re watching a match from the stands, or following along online from the comfort of home.”
Insider Insight: Mastercard branding has become synonymous with the Australian Open, the partnership is a prime example of a longstanding sponsorship deal being advantageous to both parties.