De Cecco Serves as Official Pasta Partner of the Australian Open, Leveraging Sinner Sponsorship
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The Australian Open has secured a new sponsorship deal with Italian pasta manufacturer De Cecco, who will activate the partnership with a global content platform featuring brand ambassador Jannik Sinner.
The partnership underscores the growing commercial appeal of the grand slam tennis tournament, which continues to attract a diverse range of sponsors ahead of its 2026 iteration, running from January 18 to February 1. De Cecco joins the tournament as its official pasta partner, aiming to reach a global audience through strategic branding and content integration.
Expanding Brand Presence Down Under
As part of the collaboration, De Cecco will utilize virtual signage during Australian Open broadcasts within designated territories. This will be complemented by a robust digital advertising campaign and the incorporation of archive footage featuring Sinner, a two-time Australian Open champion. According to a company release, the campaign is designed to amplify De Cecco’s brand visibility and connect with tennis enthusiasts worldwide.
“The Australian Open continues to resonate with fans well beyond Melbourne, and this partnership with De Cecco reflects the strength of our global platform,” stated a senior official at Tennis Australia. The governing body has been actively bolstering its sponsor portfolio in recent months, signaling a strong commercial outlook for the tournament.
A Wave of New Sponsorships for Tennis Australia
De Cecco is the latest in a series of brands to align with the Australian Open. Earlier this week, ANZ, a major Australasian banking group, secured naming rights to Show Court Three, renewing and expanding a long-standing relationship. Other recent additions include REA (real estate), Lipton (iced tea), and DiDi (rideshare app).
Last month saw deals finalized with Nexo (digital asset platform) and YoPro (yoghurt brand), following October’s agreements with Bupa (international healthcare) and Altos (spirits brand, owned by Pernod Ricard).
The Australian Open’s existing roster of prominent sponsors includes global brands such as Emirates (airline), Pirelli (tyre manufacturer), Kia (automotive), Rolex (luxury watches), and M&M’S Australia (chocolate confectionery, a subsidiary of Mars Wrigley).
This influx of sponsorship investment demonstrates the Australian Open’s continued appeal to a broad spectrum of businesses seeking to connect with a passionate and engaged audience. The tournament’s global reach and high-profile platform make it an attractive opportunity for brands looking to enhance their visibility and build brand loyalty.
