By Deborah Jackson, editor National Liquor News
Coopers Brewery has won the exclusive beer pourage rights for the Australian Open for the next five years.
The agreement means that only Coopers beer will be poured at Melbourne Park throughout the two weeks of the Australian Open, as well as lead in tournaments in Brisbane, Sydney, Adelaide and Hobart from 2017, and Perth from 2018.
It also includes pourage rights for all other sporting and entertainment events at Melbourne Park.
The value of the contract has not been disclosed, but Coopers national sales and marketing director, Cam Pearce, said it was one of the largest national sporting agreements Coopers has ever signed.
Coopers will supply Coopers Original Pale Ale, Coopers Premium Lager and Coopers Premium Light throughout the event.
In the lead up, Coopers will also undertake a package refresh for both Coopers Premium Lager and Coopers Premium Light to provide a fresh, vibrant look to coincide with and support the Australian Open.
“It’s great to be partnering with Tennis Australia. We are very excited about our involvement in the Australian Open,” he said.
“The Australian Open is one of only four grand slam events in the world and a highlight of the Australian sporting calendar.
“It is marvellous that Coopers, the last major wholly Australian-owned family brewery, is teaming up with Tennis Australia for such an iconic event.
“It means Australia’s premier summer sporting event, which runs over the last two weeks of January, including Australia Day, will have a premium Australian beer associated with it.”
Pearce said the Australian Open had attracted more than 720,000 spectators this year and interest in the event was continuing to grow.
“Tennis is a great fit for Coopers and the Australian Open and its lead-in tournaments in other capital cities are perfect avenues for us to showcase our products to the Australian market as well as international guests who visit Melbourne for the tennis,” he said.
“We have been working hard with Tennis Australia in preparing for the Australian Open 2017 and we are looking forward to giving tennis fans a special Coopers experience,” he said.
The Australian Open 2017 will run from January 16 to 29.