""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." At the 2025 AO, Mecca provided gift bags to more than 800 players and 2,500 VIP guests."
"Campbell credited Mecca's presence at the 2025 tournament with attracting other Gen-Z-friendly partners, like Shake Shack, to the 2026 Open. Such partners are crucial for helping tennis reach a younger audience. According to Campbell, the average Australian Open viewer is around 50 years old, though that number is growing younger each year. "Tennis is in vogue at the moment, and it's fueled by some exciting young talent on the court," said Campbell."
Mecca returns as an official Australian Open sponsor for the second consecutive year. Mecca provided gift bags to more than 800 players and 2,500 VIP guests at the 2025 tournament. Organizers anticipate the 2026 tournament will welcome more than 1.2 million visitors to Melbourne between January 12 and February 1. Mecca's presence helped attract Gen-Z–friendly partners such as Shake Shack for the 2026 Open. Tennis viewership is skewing younger from an average around 50 years old, fueled by a new crop of young star players on both men's and women's tours. Mecca capitalized on player popularity with a pop-up and an Instagram Reel showing players stopping by for beauty touch-ups.
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