Premium French brand Piper-Heidsieck has today (Thursday) been announced as the Official Champagne Partner for the Australian Open in a new three-year deal.
The new partnership, with the brand recognised as the Champagne House of the Century, will see fans enjoying the delights of one of the world’s most prestigious champagnes at the tennis this summer, Australian Open has stated in a media release.
On signing Piper-Heidsieck as the Australian Open’s Official Champagne, Australian Open Tournament Director, Craig Tiley, said he was pleased to welcome Piper-Heidsieck to the tennis family. “We are delighted to partner with such a premium and internationally awarded Champagne House like Piper-Heidsieck.”
Tennis Australia Chief Revenue Officer, Richard Heaselgrave (pictured above left) said that the Australian Open is not only about world-class tennis, it is also a sports and entertainment festival. “Piper-Heidsieck is recognised around the world for their excellence and prestige and we are very excited to welcome them on board for the Australian Open, starting in 2019,” he said.
“The Australian Open is now about much more than world-class tennis – it’s a sports and entertainment festival that attracts over one million fans to the precinct each year.
“Socialising and celebrating are a key part of our event’s appeal, and this new partnership with Piper-Heidsieck, and their Champagne House activation at Grand Slam Oval, will add a fun, new element to the event for our fans.”
Piper-Heidsieck’s Executive Vice President, Benoît Collard (pictured above right), said the Australian Open offers a fantastic opportunity for Piper-Heidsieck to continue to seduce Australians.
“We join Tennis Australia to celebrate shared values of excellence and audacity and together will strive to transform every visit at the Australian Open into a unique and memorable encounter.
“Seduction is part of our heritage; from Queen Marie-Antoinette at the House’s birth in 1785, to winning Marilyn Monroe’s heart, we hope to continue to seduce Australians through this exciting Australian Open partnership,” said Mr Collard.
As part of the new deal, Piper-Heidsieck will construct a Champagne House on Grand Slam Oval and will be poured throughout licensed outlets across the Australian Open precinct including public and corporate spaces and premium restaurants, Rockpool and Nobu.
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