Red Bull partners Australian Open for Bassline event – Sportcal

by Admin
November 26, 2024

There will be a Red Bull Bassline exhibition standalone event on January 7, set to run alongside the qualifying week at the 2025 Australian Open. (AO)

Austrian energy drinks giant Red Bull and the Australian Open (AO) hard-court tennis grand slam have announced a new partnership.

The deal makes Red Bull the official energy drink partner of the AO, marking the first time the brand has partnered with a Grand Slam tournament.

Through the deal, there will be a Red Bull Bassline exhibition standalone event on January 7, set to run alongside the qualifying week at the 2025 Australian Open.

This will involve the Tennis Australia governing body and Red Bull assembling six players for a tiebreak tennis event with a live DJ in Rod Laver Arena, Melbourne.

As the official energy drink of the AO, meanwhile, Red Bull energy drinks will be available throughout the precinct at the Australian Open 2025, with Red Bull and mixed cocktails being served from the Red Bull activation on Grand Slam Oval.

As another part of the deal, Red Bull will become the official energy drink partner of the Padel Australia governing body. Red Bull TV is the global broadcaster for the Premier Padel Tour.

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Tennis Australia’s chief commercial officer Cedric Cornelis said: “Red Bull Bassline is all about bringing fans closer to the players – complementing the spirit of Opening Week at the AO. Players will be warming up courtside and interacting with fans, while the live DJ and Dylan Alcott as MC create an electric atmosphere.

“We’re looking forward to announcing more ways we’ll be collaborating at AO 2025, including in the AO’s newest precinct, Topcourt.”

Previous competitors at earlier Bassline events in Vienna, Austria, and Madrid, Spain, have included world number two Alexander Zverev, number three Carlos Alcaraz, number eight Andrey Rublev, and world number 19 Karen Khachanov.

Earlier this week Chinese consumer electronics company Haier was unveiled as the new official TV and appliance partner of the Australian Open and the country’s Summer of Tennis events.

As part of the three-year deal, Haier will collaborate with the Australian Open to deliver fan experiences with the integration of its products through both online and on-site activations.

Water brand Waterdrop was also recently signed up as a sponsor of the Australian Open in a multi-year deal.

Other commercial sponsors already confirmed for next year’s championships include Rolex, Chubb, Kia, Chemist Warehouse, and Dunlop.

The 2025 Australian Open will be held from January 12 to 26.