"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.""
""Tennis is in vogue at the moment, and it's fueled by some exciting young talent on the court," said Campbell. A new crop of star players like Jannik Sinner and Carlos Alcaraz on the men's side and Coco Gauff, Aryna Sabalenka and Iga Swiatek on the women's have taken the mantle of past superstars like Roger Federer and Serena Williams."
Mecca returns as an official Australian Open sponsor for a second consecutive year and is positioning beauty as a pillar to engage Gen‑Z consumers. At the 2025 Open Mecca provided gift bags to more than 800 players and 2,500 VIP guests. Organizers expect the 2026 tournament to welcome over 1.2 million visitors to Melbourne. Mecca's activation attracted other Gen‑Z-friendly partners such as Shake Shack and aims to help lower the tournament's average viewer age, currently around 50. Rising young stars including Jannik Sinner, Carlos Alcaraz, Coco Gauff, Aryna Sabalenka and Iga Swiatek are boosting tennis' youth appeal. Mecca used Instagram Reels and a pop-up to offer beauty touch-ups to players.
Read at Digiday
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