By Andy Young
Heineken is looking to kick 2016 off in style, as it celebrates 20 years of partnering the Australian Open tennis tournament.
The beer brand will have a range of activations running throughout the tournament, including Heineken Saturday, Live Stage and Beer Garden.
Alessandro Manunta, marketing manager, Heineken Lion Australia, said: "We want to create amazing, memorable experiences for all consumers, whether they are fans of the tennis or whether they just want to enjoy a refreshing, cold Heineken while soaking up the atmosphere around Melbourne.
"We have big plans and ambitions for 2016 and beyond and we’re delighted to be able to launch with a blast as we continue to evolve our marketing activity."
Across the Open fortnight the Heineken Beer Garden will be open at the Grand Slam Oval and is expected to host thousands of tennis fans. The Live Stage will feature different acts every day, while the Heineken Saturday activation will encourage fans to "dress like a tennis legend".
Outside the Grand Slam Oval, those who are unable to get tickets to enter the arena, will still be able to join in the festivities. Heineken is partnering with more than 20 bars across Melbourne, running a number of special activities for those wanting to join the party atmosphere of the Australian Open.