Global: Heineken and Kia activate at the Australian Open

Brands including Heineken, Kia and Nickelodeon are delivering experiences at the Australian Open tennis tournament from 18-31 January.

A number of brands are activating throughout the tournament (@AustralianOpen)
A number of brands are activating throughout the tournament (@AustralianOpen)

Activity is taking place at the Australian Open Festival at Birrarung Marr, Melbourne Park Grand Slam Oval and around Melbourne Park.


The beverage brand has created a beer garden for revellers, with its product range available at the space throughout the tournament. Heineken is also hosting a series of live music acts at its branded Heineken Live Stage.


At the Kia Creative Studio visitors have the chance to lift the Australian Open trophy, take part in drawing activities and enter the Kia Sportage drawing competition for a chance win a Nickelodeon prize pack. Kia live art shows will also take place daily, offering attendees the chance to learn from a professional artist, meanwhile the area also includes a face-painting zone.


At the heart of the Australian Open Festival's Kid's World area is a bright orange, inflatable playground complete with Nickelodeon characters such as Paw Patrol, SpongeBob SquarePants and the Teenage Mutant Ninja Turtles. A Nickelodeon merchandise store is also selling show bags, with Dora the Explorer & Friends, Half Shell Heroes, Teenage Mutant Ninja Turtles and Paw Patrol options available.

Canadian Club

The whisky brand’s CC Racquet Club will be available to experience throughout the tournament. Situated above Melbourne’s famous Yarra River at Birrarung Marr, the pop-up serves a range of Canadian Club-based beverages.


The Wimbledon sponsor is serving up caffeinated beverages from both a coffee cart and pop-up cafe. A giant coffee cup has also been installed nearby the café, with attendees invited to snap a photo in front of it.


At Melbourne Park tennis brand Wilson is hosting a challenge within its marque. People are tasked with executing a particular tennis action, with their technique to be compared to that of Roger Federer and Serena Williams.


Banking brand ANZ has devised a virtual reality (VR) experience for tennis fans known as ‘Novak’s World’. Participants don Oculus headsets and enter the world of Djokovic as he prepares to head out onto the court. 

The company is offering free rides in its branded pedicabs. Members of the public are being invited to meet at Melbourne's Federation Square, at which point they will be picked up and transported to either the Australian Open or Australian Open Festival.


The Australian vitamin brand has devised the Blackmores Wellbeing Oasis, which tennis fans will be able to visit to uncover their health score. The company’s new superfoods range will be available to sample, meanwhile 'massage angels' will be providing mini massages free of charge.

And there's more...

Other brands with a presence at the event include Rolex, which is hosting a Shanghai Masters exhibition, Jacobs Creek, which has created a branded wine garden, and Lacostem which is offering a personalisation service on purchased goods. 

Last December saw Cadbury in Australia enlist street artists Yok & Sheryo to launch a new campaign for its TimeOut chocolate bar.

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