Tennis wins horse races in glamor bets

The Australian Open has become a worthy opponent for the spring carnival in a game of glamor as more and more brands and celebrities find equestrian sports on their noses. U.S. fashion giant Ralph Lauren is stepping up its sponsorship arrangements and champagne house Piper Heidseck and watchmaker Rolex are participating as Australian Open Partners, so the summer Grand Slam will be dating luxury lovers.

Ralph Lauren has expanded its partnership to the AO Glam Slam, the world’s first LGBTQI + tournament integrated into the Grand Slam. Sponsored by Wimbledon and the US Open, it is also the official owner of 4,000 Australian Open staff, publishing their latest collection of polo shirts, jackets, hats and accessories using durable materials such as recycled polyester, nylon and responsibly produced cotton.

Ralph Lauren’s partnership with the Glam Slam tournament and increased sponsorship, which extends to towels used in Melbourne Park, are part of the event organizers ’long-term effort to expand the Australian Open’s appeal to a wider audience, including A-list applicants.

“If we relied solely on tennis friends, we wouldn’t grow our fan base,” said Ben Slack, Tennis Australia’s revenue and experience manager. “Everyone will be surprised at how much our partners have invested in the on-site experience this January.”

“We can’t just take care of the experiences ourselves. That would be too expensive. Our partners have access to their own brand experiences as well as their networks of ambassadors and influencers. We are confident that they will increase the experience. “

For some influencers in line with international brands, a central field is safer to mark on social media posts than a racetrack. In 2019, activists campaigned on social media against pop star Taylor Swift, who performed in the Melbourne Cup, before the singer canceled her performance. This year, Jodhi Meares, founder of The Upside Activewear brand, David Campbell, a television character, and influencer Abbie Chatfield joined the #nuptothecup movement, which opposes horse racing.

“Because many luxury brands are looking for non-controversial sports, tennis is perfect because it has continued to evolve in the sponsorship arena,” said Camille Thioulouse, founder of The Societe, a digital talent agency that works with influencers Ellen. Ferguson and Whitney Port. “They are open to diversity and inclusion, which is important to the client’s audience.”

Inclusion is important to Piper Heidseck, sponsor of the Oscars and the Cannes Film Festival. The French Champagne House has continued its sponsorship of the Australian Open for the next three years and is building a champagne bar for Rod Laver Arena Terrace, designed by Melbourne stylist Christian Wagstaff and flowered by celebrity florist Katie Marx.