Campari Group is the latest beverage alcohol brand owner to team up with this month’s US Open tennis tournament, this time for the Aperol aperitif flagship.
The company’s US division has purchased ‘Official Partner’ status from the US Tennis Association, which includes branded activations throughout the two-week event in New York. As well as an “indoor-outdoor patio bar”, Aperol will also be present at an on-site “authentic Italian Apé Truck” and on two mobile carts.
Campari America intends to promote the tie-up locally and nationally in the US in digital, influencer, paid media and social media activity.
Financial details of the sponsorship arrangement were not disclosed.
Aperol joins Proximo Spirits’ Maestro Dobel Tequila as a sponsor of the US Open. Dobel’s agreement was announced earlier this week.
In results for the six months to the end of June, Campari credited Aperol with a strong showing, helping half-year sales rise by just over 14%. The brand, which accounts for around 25% of the group’s total sales, boasted a top-line leap of 32.4% compared to the corresponding period a year earlier.
