Strategic Sponsorship at the Australian Open

Standing (Inn)ovation

The week of the Australian Open is always hot in Melbourne. And this year Mother Nature has decided to make this statement especially true with almost an entire week above 40 degrees. While the rest of us may be cursing this weather, the Australian Open’s new sponsors will be jumping for joy!

Mount FranklinLate last year Mount Franklin signed a three-year deal to become the Australian Open’s ‘official premium water supplier’. A move which shows some clever and strategic placement by their parent company Coca-Cola Amatil.

While Mount Franklin may not be their most well-known product (cough . . . Coke . . . cough), it is certainly the right choice for an event such as the Australian Open. And this decision is only solidified by the intense heat that all Melbourne Park visitors will experience during the competition – a heat which will have many consumers receptive to the Mount…

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