Asahi, the Japanese beverage company, has extended its commercial partnership with tennis’ Australian Open grand slam.

The new multi-year deal will see Asahi brands Peroni Nastro Azzurro and Somersby return as the official beer and cider partners of the tournament.

Peroni, which has been the competition’s beer partner since 2021, will be the title sponsor of the 'Peroni Capri Beach Club' on Grand Slam Oval, as well as the naming rights partner of 'Peroni Super Saturday' on January 20.

As part of the deal, Asahi is also running fan engagement initiatives. The deal also sees Australian brand Balter serving a range of beers from the Balter Bar in Garden Square, and Somersby Super Crisp outside Kia Arena.

Asahi’s non-alcoholic drinks will also be supplied throughout the area.

Marc Slater, Asahi Beverages marketing manager, added: “We are excited to return to the Australian Open, reinforcing our partnership with this iconic event. Our various on-site activations create a unique way for fans to engage with the tournament and our diverse range of alcoholic and non-alcoholic brands.”

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By GlobalData

The Australian Open began on Sunday (January 14) and will run until January 28.