The Australian Open has expanded its premium hospitality and lifestyle offering with the appointment of Italian food brand De Cecco as its official pasta partner, further strengthening the tournament’s global food and beverage portfolio.
The partnership sees De Cecco activate across a global content platform, aligning the brand’s Italian heritage with the performance, discipline, and pursuit of excellence that define the Australian Open. Central to the campaign will be two-time reigning Australian Open champion and De Cecco brand ambassador Jannik Sinner, reinforcing the connection between elite sport and authentic culinary craftsmanship.
As part of the collaboration, De Cecco will also feature across Melbourne Park, with its products integrated into select hospitality environments and fan-facing experiences. The activation strategy is designed to elevate the on-site dining experience while extending the partnership’s reach to international audiences through digital storytelling and brand-led content.
Cedric Cornelis, Tennis Australia’s Chief Commercial Officer, said, “The Australian Open continues to resonate with fans well beyond Melbourne, and this partnership with De Cecco reflects the strength of our global platform.
“De Cecco is a brand with deep heritage and global reach and is a natural fit for a tournament that celebrates excellence, performance, and passion on the world stage.”
Carlo Aquilano, De Cecco’s Chief Commercial Officer, added, “The partnership between De Cecco and the Australian Open represents yet another initiative confirming our company’s Italian heritage and international focus.
“This is a project that brings together tradition and modernity, in a context that will communicate our brand values to a global audience that is attentive to authenticity and excellence – concepts that have always been at the core of De Cecco’s superior quality.”
The collaboration supports the Australian Open’s broader strategy of positioning the event as a lifestyle destination that blends elite tennis with music, entertainment, and world-class dining. Food and beverage experiences have become a central pillar of the tournament’s identity, with Melbourne Park recognised globally for its diverse and premium culinary offerings.
For De Cecco, the partnership offers exposure to one of the most widely watched and attended events in international tennis, delivering access to a highly engaged, affluent, and global fan base. For the Australian Open, it further strengthens a commercial portfolio that continues to attract leading brands across hospitality, finance, transport, and technology.
The partnership will be activated during the ongoing edition of the Australian Open at Melbourne Park, as the tournament continues to evolve the fan experience both on and beyond the court.
Dining and Cooking