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Published on July 13th, 2026
Location: Global
SPORTFIVE Announces Strategic Partnership with the Australian Open
Hamburg, 13 July 2026 - SPORTFIVE has announced its strategic partnership with Tennis Australia and the Australian Open, reflecting a shared ambition to develop brand-led, innovation-driven commercial partnerships, building on the tournament’s continued global growth momentum.
The agreement builds on a collaboration launched in 2025 and is anchored around one of the world’s largest annual sporting events. Australian Open 2026 smashed previous attendance records, welcoming more than 1.37 million fans to Melbourne Park across the three-week event and delivered a cumulative global cross-platform audience reach of 2.2 billion, with 29% of the annual viewership for the AO coming from Europe, underlining the tournament’s scale and international relevance.
As the first Grand Slam of the year, the Australian Open provides brands with access to premium broadcast and digital audiences worldwide through a flexible, partner-centric commercial model designed to translate brand objectives into compelling storytelling and impactful visibility across global markets.
A clear example of the collaboration in action is SPORTFIVE’s role in facilitating the partnership between the Australian Open and De Cecco (F.lli De Cecco di Filippo - Fara San Martino S.p.A.), with the iconic Italian brand joining the tournament as Official Pasta Partner at AO26. The partnership brought together a leading Made in Italy brand and one of the world’s most prestigious sporting events, uniting heritage, quality and excellence on a truly global stage.
The partnership was activated through a multi-layered platform that included virtual signage exposure and premium content featuring Jannik Sinner, delivering targeted visibility and audience relevance across Europe and the Americas.
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Commenting on the partnership, Rosolino Amenta, Managing Director Italy, SPORTFIVE said: "The De Cecco partnership highlights how a premium global platform like the Australian Open can be leveraged to activate brands in local markets, delivering strong relevance and measurable impact while operating at international scale."
Under the formalised agreement, SPORTFIVE works with Tennis Australia as lead agency partner for Italy and Europe, focused on translating brand ambition into partnerships that resonate meaningfully within local markets.
From the Australian Open’s perspective, the partnership reflects a broader ambition to strengthen its European commercial footprint by combining world-class tennis IP with flexible, technology-enabled marketing solutions.
Looking ahead, SPORTFIVE and Tennis Australia will continue to develop regionally relevant partnerships that combine IP-driven activations with content, broadcast, digital, and virtual advertising solutions, enabling market-specific storytelling and scalable brand exposure.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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James Chadderton
Senior Manager, Global Marketing Communications
james.chadderton@sportfive.com
