Vodka brand Grey Goose has become an official sponsor of the Australian Open grand slam tennis tournament.

Through a multi-year deal unveiled yesterday, Grey Goose (owned by multinational company Bacardi) becomes the Melbourne tournament’s official vodka partner.

This agreement builds on Grey Goose’s other major tennis deal, a long-standing agreement with the US Open organizers covering that hard-court event in New York. GlobalData Sport has valued this year's deal for the New York City tournament as worth $1.6 million.

Grey Goose activations in Melbourne will include specific cocktails being made, as well as the launch of two “unique onsite hospitality experiences.”

Cedric Cornelis, chief commercial officer at the Tennis Australia governing body, has said: “We take great pleasure in welcoming Grey Goose to our partner family. Like the Australian Open, Grey Goose is a premium brand renowned for delivering unforgettable experiences, making the partnership a natural fit.

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.

Luiz Schmidt, Bacardi-Martini Australia’s managing director, added: “This exciting partnership allows us to enhance the off-court experience, offering fans the chance to enjoy the signature craftsmanship and luxury of Grey Goose in an atmosphere of unmatched excitement and celebration.”

The 2025 Australian Open runs between January 12 and 26.