The USTA has officially announced a partnership with Aperol®, the renowned Italian Aperitivo, for the upcoming US Open, starting from the 2023 edition.
Deanne Pownall, the USTA Managing Director of Corporate Partnerships, expressed excitement about Aperol’s inclusion in the US Open festivities, highlighting the event’s global significance as a premier sporting gathering. With its remarkable blend of world-class tennis and culinary excellence, the US Open is set to welcome Aperol and its engaging appeal, a seamless match for the occasion.
Aperol is set to infuse a touch of authentic Italian culture into the US Open grounds in 2023. Two distinctive venues will capture the essence of togetherness, a core principle of Aperol’s heritage. A specially designed indoor-outdoor patio bar, prominently positioned near the main entrance to Arthur Ashe Stadium, will offer tennis enthusiasts an immersive Aperol experience paired with delectable light bites. Additionally, near Court 5, a genuine Italian Apé Truck will provide an inviting space for friends to connect between matches throughout the Labor Day period.
Andrea Sengara, Campari America’s Head of Marketing, underlined the historical roots of Aperol and its origins in communal gatherings. The partnership with the globally renowned US Open, known for its social and competitive significance, presents an ideal platform to cultivate novel experiences for both tennis aficionados and Aperol enthusiasts. The shared values and time-honored traditions of fostering joyful moments make this collaboration a natural fit. The aim is to introduce the iconic Aperol Spritz and the rich Italian aperitivo culture to the vibrant ambiance of the tournament.
Enthusiasts of tennis and Aperol alike attending the US Open will have the pleasure of indulging in Aperol’s offerings at the two distinct venues and via mobile carts stationed on-site. To amplify awareness of this exciting partnership, Aperol has strategized a comprehensive outreach campaign encompassing digital channels, influencer engagements, paid media efforts, and robust social media initiatives at both local and national levels.
