High-profile tire manufacturer Pirelli has secured a new multi-year partnership with the organizers of the Australian Open tennis grand slam.

As the official tire partner of the event, Pirelli will gain branding presence and sponsorship inventory across the prominent tennis slam, which in 2025 will begin on January 12 and run through January 26.

Pirelli is most prominent in the world of motorsport as the official tire provider of the elite Formula 1 series, and also sponsors soccer, sailing, and skiing events.

Now though, the brand has entered the world of tennis with the Australian Open, a move it stated is due to the event’s position as a “high-profile showcase for promoting the brand throughout the world.”

Pirelli is a global brand and as one of the biggest events on the tennis calendar the Australian Open has global media distribution, most recently through its renewal with BeIN in the Middle East and North Africa until 2029, and across Europe with Warner Bros. Discovery through 2031.

Speaking on the partnership, Pirelli chief executive Andrea Casaluci said: “For Pirelli, the Australian Open represents a very important opportunity for visibility because of the great interest in tennis at the global level. In particular, the sponsorship will help increase awareness of our brand in Australia which is a market with a high concentration of prestige cars.”

Other sponsors of the Australian Open include luxury vodka brand Grey Goose, and Dubai-based airline Emirates.

Both sponsorships were agreed in December 2024 and expanded each brand’s tennis grand slam coverage, with Grey Goose being a long-time sponsor of the US Open while Emirates sponsors all four grand slams, as well as 60 other tournaments across the year.