Aperol, the ionic Italian aperitif drink, has joined the growing sponsorship portfolio of the US Open grand slam tennis tournament through an agreement with the US Tennis Association (USTA).
The deal will entail Aperol gaining two sites at the Billie Jean National Tennis Center in Flushing Meadows, New York, US, including a branded, indoor-outdoor patio bar off the grounds’ primary esplanade and an Italian Ape Truck near Court 5.
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Fans attending the US Open from August 22 to September 10 can buy Aperol at both destinations, as well as two on-site mobile carts. As part of the partnership, Aperol will run digital, influencer, paid media, and social media campaigns domestically to help drive awareness around the partnership.
Andrea Sengara, Campari America’s head of marketing, said: “Aperol is a brand deeply rooted in history, which evolved from a passion of coming together.
“A partnership with the US Open, a globally recognized tournament, and social occasion, provides a space to foster new experiences amongst tennis and Aperol fans alike.
“We are delighted to join forces with an organization that holds shared values and long-standing traditions of sparking joyful moments. We look forward to bringing the Aperol Spritz and its iconic Italian aperitivo culture to this festive tournament.”
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By GlobalDataThe partnership adds to the US Open’s recent agreements ahead of this year’s edition.
Earlier this week, tournament organizers renewed the US Open’s commercial agreements with Mount Sinai, a hospital network based in New York City, and Tiffany & Co, the US-based luxury jewelry and design house.
Other US Open sponsors for the 2023 edition, meanwhile, include American Express, JPMorgan, Chase, and Emirates, all top-tier partners.
Deanne Pownall, USTA managing director of corporate partnerships, said: “The US Open is one of the largest annually attended sporting events in the world and is a spectacular experience for fans to enjoy world-class tennis along with amazing culinary offerings.
“We know that our fans will embrace Aperol, and its social appeal is a great fit for the US Open.”
