Tennis' Australian Open has announced an extension and expansion to its sponsorship deal with luxury Swiss watchmaker Rolex.
The brand will remain as the official timekeeper and as an associate sponsor of the Grand Slam event until 2027, which will mark the 20th anniversary of the initial deal between the two.
The agreement means Rolex timepieces will continue to be visible on the courts throughout the venues in use at the Australian Open, while Rolex will entertain fans with bespoke promotional content at the Rod Laver Arena, Margaret Court Arena and Hisense Arena as well as on the Open's digital and broadcast platforms.
“We are delighted to continue on the success of our long-term relationship with Rolex, a world class brand and industry leader that has been aligned with the Australian Open since 2008,” Australian Open tournament director Craig Tiley said. “This expanded partnership will retain the heritage of Rolex at the Australian Open whilst also introducing a range of new and contemporary elements in the digital and virtual space.
"This is an exciting time for both Rolex and the Australian Open and we look forward to continuing to work closely with Rolex to grow our partnership across all global, regional and domestic markets."
The 2017 men's final at the Australian Open was won by Roger Federer, who renewed his rivalry with Spain's Rafa Nadal. In the women's, Serena Williams won her seventh Australian Open title.