"Beauty is the new pillar that we're looking to incubate with Mecca,"
"Mecca is an iconic Australian band and very impactful in that Gen-Z demographic, in particular."
"Tennis is in vogue at the moment, and it's fueled by some exciting young talent on the court,"
Mecca returns as an official Australian Open sponsor for a second consecutive year, positioning beauty as a pillar of its activation. Mecca provided gift bags to more than 800 players and 2,500 VIP guests at the 2025 tournament and staged pop-up beauty touch-ups for players during the opening weekend. Tournament organizers expect more than 1.2 million visitors in 2026. Mecca's presence helped attract other Gen‑Z-focused partners such as Shake Shack, aiding efforts to lower the tournament's average viewer age, currently around 50. Other beauty brands, including Dove, have activated at major tennis events like the U.S. Open.
Read at Digiday
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