The Australian Open and technology company Uber today announced a multi-year extension to their deal as Official Online Food Delivery App and Official Ridesharing Partner of the AO.
“The Uber integration with the Australian Open viewing experience has become an eagerly anticipated part of the Nine broadcast of the Australian summer of tennis events and we are delighted to welcome them back for 2021,” Tennis Australia Chief Revenue and Experiential Officer Ben Slack said.
“We look forward to another entertaining campaign from Uber, featuring some big names from both on and off the court. The collaborative way we’ve worked with both Uber and Nine to integrate this content in the coverage has been hugely successful.”
Users of the Uber app will be able to access exclusive pick-up and drop-off zones at Melbourne Park while Uber Eats will entertain fans at home and in the stands with a new campaign designed specifically for the Australian Open.
“We’re delighted to continue our collaboration with the Australian Open, they’re world class partners,” Head of Marketing for Uber East ANZ David Griffiths said.
“This year we’re showing the ‘love’ to Australians right across the country by combining the very best homegrown tennis talent with one of the biggest international stars, Sacha Baron Cohen in our new campaign called Tonight, I’ll Be Eating for Love.”
With more than a fortnight of entertainment planned across all channels, the campaign has enlisted the help of the Oscar-winner, Golden Globe nominee and comedic genius to create a cheeky rogue umpire, determined to do everything in his power to keep the tennis score at Love during each game of the evening matches.
“Hilarious, compelling and riveting brand campaigns help delight existing customers, reminding them about the enormous choice available on the Uber Eats app but just as importantly it continues to drive new customers, and new ordering occasions to the platform. We couldn’t be happier with the surprise and staying power of our latest creative collaborator,” Griffiths said.
In a further nod to local legends, Uber Eats will use their tournament affiliation to celebrate delivery people across Victoria who provided access to everyday essentials through the app during lockdown.
Hundreds of the top rated Melbourne-based bicycle, car and motorbike delivery people will be invited to witness the action with 500 tickets earmarked especially for them to attend the opening matches of the first Grand Slam of the year at Rod Laver Arena.