How tennis is beating horse racing in the glamour stakes | DamienWoolnough
The Australian Open has become a worthy opponent for the spring carnival in the game of glamour, as more brands and celebrities find horse racing on the nose. With US fashion giant Ralph Lauren increasing its sponsorship arrangement and champagne house Piper Heidseck and watchmaker Rolex on board as partners of the Australian Open, the summer Grand Slam is courting fans of luxury.
Ralph Lauren’s partnership with the Glam Slam and increased sponsorship, extending as far as the towels used at Melbourne Park, is part of a long-term push by event organisers to expand the Australian Open’s appeal beyond dedicated fans of sweeping serves to a broader audience including A-list aspirants.
For some influencers aligned with international brands, centre court is safer to tag in social media posts than the racecourse. In 2019 activists campaigned on social media against pop star Taylor Swift performing at the Melbourne Cup, before the singer cancelled her appearance. This year founder of The Upside activewear brand Jodhi Meares, television personality David Campbell and influencer Abbie Chatfield joined the #nuptothecup movement, which opposes horse racing.
Inclusion is important to Piper Heidseck, sponsor of the Oscars and Cannes Film Festival. The French champagne house has extended its sponsorship of the Australian Open for the next three years and will erect a champagne bar on the Rod Laver Arena Terrace, designed by Melbourne stylist Christian Wagstaff, with flowers by celebrity florist Katie Marx.
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