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The Australian Open wants to be ‘the Super Bowl’ for experiential beauty marketing

Digiday · Emily Jensen · last updated

This story was first published by Digiday sibling Glossy.

The 2025 Australian Open champion Madison Keys made her return to the tournament with a first-round win on Tuesday. And another star player from the 2025 tournament has also returned for the 2026 edition: Mecca.

“Beauty is the new pillar that we’re looking to incubate with Mecca,” said Roddy Campbell, director of partnerships and international business at Tennis Australia, of the Australian multi-brand beauty retailer, which returns as an official Australian Open sponsor for the second consecutive year. “Mecca is an iconic Australian band and very impactful in that Gen-Z demographic, in particular.”

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