Pirelli became a partner of the Australian Open

Starting from 2025, Pirelli will act as the official partner of the Australian Open tennis tournament, one of the four Grand Slam tournaments, which started last Sunday, January 12, in Melbourne.

Currently, Pirelli is already involved in auto racing, sailing, and skiing competitions, and supporting the Grand Slam is expected to help the company promote its brand worldwide.

"For us, the Australian Open represents an important opportunity to improve brand recognition given the high popularity of tennis globally," noted Andrea Casalucci, CEO of Pirelli. "In particular, we will be able to increase brand recognition in Australia, which is a market with a high concentration of luxury cars. That's why we opened one of our flagship Pirelli P Zero World stores in Melbourne, where the tournament is held, in 2019, which currently operates in only five cities worldwide."

Cedric Cornelis, Commercial Director of Tennis Australia, added that Pirelli is known for its love of innovation and will be a great choice as a partner for one of the world's leading tennis tournaments. "We are delighted that Pirelli has chosen the Australian Open to start investing in the Grand Slam," he said.

Pirelli has been linked to tennis since 1930, when the company began producing balls for the sport. According to Pirelli, participating in sports competitions has always been a distinctive part of the company's history, and for example, in car racing, where the Italian brand has been present since 1907, it currently works in over 350 competitions, starting from the highest level, namely Formula 1.