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Aperol renews US Open partnership
Campari Group-owned Aperol is returning as an official partner of the US Open Tennis Championship for the second year in a row.
As a sponsor, Aperol will be widely present at 2024’s championships, taking place at USTA Billie Jean King National Tennis Center in Flushing Meadows, New York City, from 26 August to 8 September.
Andrea Sengara, Campari America’s VP of marketing, said: “We’re excited to have tennis lovers join the joy with Aperol again for our second year as an official partner of the US Open.
“Aperol and the US Open share deep-rooted traditions and values centered around uniting people, making the brand a perfect match for this iconic daytime social event.”
The aperitivo brand will host an Aperol Spritz Bar – a branded indoor-outdoor patio space located off the grounds’ primary esplanade – during the tournament, which offers attendees Aperitivo boxes with light bites that can be paired with Aperol Spritz cocktails.
The bar will also be open during Fan Week from 19-25 August to give fans a glimpse of the excitement before the championship begins.
Meanwhile, an Italian Ape Truck will also be set up near Court 5, while two Aperol Bar Carts will be stationed inside Arthur Ashe Stadium on the stadium’s west side and just outside the Food Village.
Aperol will then celebrate finals week as a partner of Finals Fan Fest on 7-8 September inside Louis Armstrong Stadium and in Fountain Plaza.
In addition, the brand’s online merchandise shop is now available to US consumers for the first time. For the partnership, the brand has introduced an exclusive tennis-themed apparel line, the Aperol Tennis Capsule Collection, which can be purchased on its US website.
Aperol will also collaborate with influencers on social media and launch digital content through paid media and e-commerce channels, including a strategic placement streaming on ESPN.
American actress and musician Ashley Park, known for her role in Netflix series Emily in Paris, will star as the face of the campaign.
Park commented: “I’ve loved playing and watching tennis ever since I was young, and it has always been my dream to attend a grand slam.
“I can’t wait to watch the US Open and enjoy the match while sipping a bright and bubbly Aperol Spritz, which became one of my favourite cocktails while filming in Europe. The vibrant flavour makes it perfect for spending time in the sun together with my favourite people.”
In Campari Group’s financial results for the first six months of 2024, sales for Aperol rose by 4.7%.
Research from CGA by NIQ found The Spritz to be the seventh most popular serve in the US.
In April this year, Campari Group announced it had installed an Aperol bottling plant, doubling the brand’s production capacity.
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