Pirelli has signed a multi-year partnership agreement to become the Official Tyre Partner of the Australian Open. Starting from 2025, this collaboration will see Pirelli’s branding prominently featured at the tournament, which kicks off on January 12 in Melbourne. This marks Pirelli’s entry into tennis after its involvement in motorsport, football, sailing, and skiing.
Andrea Casaluci, CEO of Pirelli, highlighted the significance of this partnership, noting that the Australian Open offers a valuable opportunity for global visibility due to the sport’s widespread popularity. The sponsorship is expected to boost brand awareness in Australia, a market known for its high concentration of prestige cars. Melbourne, the tournament’s home, is also where Pirelli opened its flagship P Zero World store in 2019.
Casaluci commented: “For Pirelli, the Australian Open represents a very important opportunity for visibility because of the great interest in tennis at the global level. In particular, the sponsorship will help increase awareness of our brand in Australia which is a market with a high concentration of prestige cars. Precisely in Melbourne, home of the tournament, in 2019 we opened a Pirelli P Zero World, our flagship store model currently present in only four other cities in the world”.
Cedric Cornelis, Tennis Australia’s Chief Commercial Officer, expressed delight in welcoming Pirelli as the Official Tyre Partner. He emphasized that Pirelli’s reputation for innovation and performance aligns perfectly with the prestigious tennis event. This partnership represents Pirelli’s first investment in a Grand Slam tournament, further solidifying its commitment to sports.
Pirelli’s history with tennis dates back to 1930 when it began manufacturing tennis balls, continuing until the 1970s. The company’s passion for sports has been evident through its participation in various disciplines, including motorsport, where it has been active since 1907. Today, Pirelli competes in over 350 competitions, including Formula 1.
The partnership includes several exciting initiatives, such as virtual court signage, interactive fan activations, influencer and social content, as well as premium experiences for Pirelli guests. This collaboration is set to enhance the Australian Open experience for fans and elevate Pirelli’s presence in the world of tennis.
