Starting this year, Pirelli is expanding its sporting horizons by entering the world of tennis. It will serve as the Official Tyre Partner of the Australian Open, the prestigious Grand Slam tournament that begins on Sunday, January 12, in Melbourne.
After achieving success in motorsport, football, sailing, and skiing, the Italian company has chosen to support one of the most globally followed events, leveraging this partnership as a strategic showcase to promote the brand worldwide.
A historic connection with tennis
“The Australian Open represents a highly significant visibility opportunity for Pirelli thanks to the global attention tennis receives. In particular, this sponsorship will help increase awareness of our brand in Australia, a market with a high concentration of prestige cars. In Melbourne, the tournament’s host city, we opened a Pirelli P Zero World store in 2019, our flagship store model present in only four other cities worldwide,” stated Andrea Casaluci, CEO of Pirelli.
Cedric Cornelis, Chief Commercial Officer of Tennis Australia, emphasized the importance of this collaboration: “We are truly pleased to announce Pirelli as the Official Tyre Partner of the Australian Open. Pirelli is synonymous with innovation and performance, two aspects that make the Italian brand a perfect choice for one of the world’s most important tennis events. We are delighted that Pirelli has chosen the Australian Open for its first investment in a Grand Slam.”
Pirelli’s relationship with tennis has historical roots: in the 1930s, the company began producing tennis balls, an activity it continued until the 1970s. This connection with sport is an integral part of the company’s DNA, which has invested in various disciplines throughout its history.
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