Italian pasta manufacturer De Cecco has been named as the latest sponsor of the Australian Open grand slam tennis tournament ahead of its start this weekend.
The brand joins the major tournament as its official pasta partner.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
As part of the collaboration, De Cecco will activate the partnership through a global content platform.
The campaign will feature Italian star Jannik Sinner, a two-time Australian Open champion, who is a De Cecco brand ambassador.
The partnership will include virtual signage during Australian Open broadcasts in De Cecco’s designated territories, as well as digital advertising, content, and archive footage of Sinner.
Cedric Cornelis, Tennis Australia’s chief commercial officer, said: “The Australian Open continues to resonate with fans well beyond Melbourne, and this partnership with De Cecco reflects the strength of our global platform.”
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 GlobalDataThe Tennis Australia governing body has been busy securing multiple new sponsors ahead of this year’s tournament, with several agreements struck this month.
Earlier this week, ANZ, one of Australasia’s largest banking groups, secured naming rights to Show Court Three at Melbourne Park, after renewing and expanding its long-standing sponsorship of the tournament.
Real estate company REA, iced tea brand Lipton, and rideshare app DiDi were also recently signed up.
Last month, Tennis Australia announced deals with digital asset platform Nexo and yoghurt brand YoPro, while in October, the organization secured international healthcare group Bupa and Pernod Ricard-owned spirits brand Altos.
Other prominent sponsors include Dubai-based airline Emirates, tyre 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.
The 2026 Australian Open will run from January 18 to February 1.
Read – Preview: Australian Open ready to serve up commercial success
