"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,"
Madison Keys returned to the 2026 Australian Open with a first-round win. Mecca returns as an official Australian Open sponsor for the second consecutive year, positioned to incubate beauty as a new pillar at the tournament. At the 2025 Open, Mecca provided gift bags to more than 800 players and 2,500 VIP guests. Organizers anticipate the 2026 tournament will welcome more than 1.2 million visitors to Melbourne. Mecca's 2025 presence helped attract other Gen-Z-friendly partners like Shake Shack to the 2026 Open. The average Australian Open viewer is around 50 years old but is trending younger as new star players boost tennis popularity. Mecca posted an Instagram Reel showing players visiting a Mecca pop-up for beauty touch-ups, and other beauty brands such as Dove have engaged fans at recent Grand Slam events.
Read at Digiday
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