The Australian Open grand slam tennis tournament and M&M’S Australia, the Australian subsidiary of the chocolate brand owned by snack manufacturer Mars Wrigley, have announced a multi-year partnership.
Through this deal, M&M’S has been named as the official confectionery partner of the Australian Open in Melbourne in January.
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As part of the deal, M&M’S will launch Australia's first pop-up M&M’S store at that tournament.
M&M’S Melbourne will be the brand’s first store in the Southern Hemisphere, and will feature exclusive M&M’S merchandise, in the Australian Open colors.
Cedric Cornelis, chief commercial officer of Tennis Australia, has said: “We are incredibly excited to welcome M&M’S to the Australian Open.
“The Australian Open – one of only four Grand Slams globally – is the perfect location for the first M&M’S store in the Southern Hemisphere. We know that its popup in Garden Square will be one of the most popular destinations at AO 2025.”
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By GlobalDataMars’ portfolio director Michelle Gazzola added: “We’re thrilled to announce our partnership with the Australian Open, a collaboration that will allow us to cement the M&M’S brand as a cultural leader and bring AO fans into the wonderful world of M&M’S.
“Through immersive, interactive experiences, we’re excited to bring M&M’S colorful fun to life at Australia’s first M&M’S Store, marking the start to what is going to be a big year for the brand.
“This is the first time we’ve done anything of this scale in Australia, and we’re excited to share this journey with Australian Open fans. We can't wait to bring a vibrant, inclusive, and joyful activation to this iconic event and make M&M’S history in Australia.”
The M&M’S Melbourne store will be open from January 6 to 26, 2025.
Last week Vodka brand Grey Goose became an official sponsor of the Australian Open.
Through a multi-year deal Grey Goose (owned by multinational company Bacardi) became the Melbourne tournament’s official vodka partner.
News of this deal comes soon after the Emirates airline announced a five-year renewal of its long-running Australian Open sponsorship. The carrier will remain the official airline of the tournament until 2029.
Other primary sponsors include Kia (the major partner), as well as Rolex (through 2027) and Luzhou Laojiao as associate partners.
The 2025 Australian Open runs between January 12 and 26.
