Furthering its investment in Australia’s biggest “cultural and sporting moments” Lion has announced its new multi-year deal for Hahn to be the official beer of the Australian Open and Summer of Tennis tour.
The Australian Open has become one of the great Australian summer experiences – and the world’s biggest annual sport and entertainment event taking place in January. In 2026 over 1.3 million fans attended Melbourne Park for what is the season’s first tournament.
In 2027 the Open will host the grand slam competition from 11-31 January.
Beyond the world-class tennis the event provides live entertainment and great food and drinks, and Hahn intends to take the experience beyond the gates, into loungerooms and pubs.
Within the grounds will be Hahn House, providing a spacious new two-storey venue on Grand Slam Oval with a lively beer garden and front-row access.
Building on the tradition of “catching up with mates at the local” it is expected to be one of the precinct’s premier social hubs during the three weeks of play.
Boosting the Lion branding, Stone & Wood will provide a distinctly ‘coastal sunset’ vibe for Garden Square, and Four Pillars will be adding a new gin-bar at Kia Arena.
Suggesting everyone should have the chance to enjoy the occasion but recognising “not everyone can make it to Melbourne Park”, Lion plans to bring a little Open to some unexpected places, such as pop-up pickleball courts at local pubs and tennis racquet-shaped drinks trays, as well as limited-edition Hahn packaging, tennis-inspired merchandise, competitions and “other surprises” during the event.
Lion CEO and MD Anubha Sahasrabuddhe says the partnership represents a significant milestone for the company as it continues to invest in cultural and social activations.
“The Australian Open sets the global benchmark for major events, and there is no better backdrop to share the love on and off the court, showcasing our portfolio through elevated hospitality experiences.”
Tennis Australia Chief Commercial Officer Cedric Cornelis offers that Lion is a brand that “shares our passion” for bringing people together to celebrate occasions.
“We are constantly looking for new ways to elevate the fan experience, and Hahn House will provide an exciting new destination on Grand Slam Oval where fans can soak up the atmosphere, enjoy great hospitality and stay connected to every moment of the action.”
