Coopers signs exclusive Australian Open beer supply deal

Though the value of the deal has not been disclosed, the deal is said to be one of the biggest national sporting agreements South Australia-based Coopers Brewery had signed. 

The contract means that only Coopers beer will be poured at Melbourne Park throughout the two weeks of the Australian Open, as well as lead-in tournaments in Brisbane, Sydney, Adelaide and Hobart from 2017 and Perth from 2018. 

It also includes pourage rights for all other sporting and entertainment events at Melbourne Park. 

“It is marvellous that Coopers, the last major wholly Australian-owned family brewery, is teaming up with Tennis Australia for such an iconic event​,” said Cam Pearce, Coopers’ national sales and marketing director. 

“It means Australia’s premier summer sporting event, which runs over the last two weeks of January, including Australia Day, will have a premium Australian beer associated with it​.” 

The Australian Open had attracted more than 720,000 spectators this year and interest in the event was continuing to grow. 

“Tennis is a great fit for Coopers and the Australian Open and its lead-in tournaments in other capital cities are perfect avenues for us to showcase our products to the Australian market as well as international guests who visit Melbourne for the tennis​,” Pearce said. 

He said Coopers would be supplying Coopers Original Pale Ale, Coopers Premium Lager and Coopers Premium Light throughout the event. 

In the lead up to the event, the brewery would be undertaking a refresh of its packaging for its Premium Lager and Premium Light lines. 

The Australian Open 2017 will run from January 16 to 29.