The Tennis Australia (TA) governing body has continued to bolster its commercial portfolio, adding international healthcare group Bupa as a major sponsor for its flagship Australian Open grand slam tennis tournament.
The multi-year deal sees Bupa become the Australian Open’s new official healthcare partner and digital health partner, with the group gaining brand presence during the upcoming edition, running from January 12 to February 1, 2026.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Bupa will showcase its digital health technology, including its Blua platform, while offering customer activations, including two-for-one ground passes during select tournament days.
As part of the deal, Bupa will also become the supporting partner of 'All Abilities Day' during the tournament and the presenting partner of the inaugural 'All Abilities Week' this month as part of its broader investment into inclusive sport, which has seen it secure partnerships with Paralympics Australia and Disability Sports Australia.
All Abilities Day on January 27, 2026, will feature multiple tennis formats, such as wheelchair, blind and low vision, parastanding, intellectual disabilities, and autism, as well as deaf and hard of hearing tennis across the Melbourne Park facilities.
The new partnership with Bupa comes soon after TA announced Pernod Ricard-owned spirits brand Altos as the official tequila of the Australian Open.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThat agreement marked the first tequila partnership for the Australian Open, although the event is also partnered with several prominent alcohol brands, including Bacardi-owned vodka brand Grey Goose, Campari-owned aperitif brand Aperol, Japanese beer Asahi, Suntory-owned whisky brand Canadian Club, Chinese Baijiu maker Luzhou Laojiao, and French champagne company Piper-Heidsieck.
Other prominent sponsors include Dubai-based airline Emirates, tire manufacturer Pirelli, car brand Kia, luxury watchmaker Rolex, and M&M’S Australia, the Australian subsidiary of the chocolate brand owned by snack manufacturer Mars Wrigley.
