Local Brands, Global Impact: Sponsorship Power at Royal Melbourne
Crown Australian Open branding frames Rory McIlroy’s Royal Melbourne appearance as Australia steps into world golf spotlight.
This weekend I had the privilege of attending the Crown Australian Open at Royal Melbourne, one of the world’s truly great golf courses. With Rory McIlroy in town, the atmosphere felt like a sliding‑doors moment for Australia’s premier golf tournament, and the buzz around the venue only reinforced that impression. McIlroy wasn’t able to claim his second Stonehaven Cup, but the excitement never dipped, organisers delivered a world‑class event that combined elite golf with standout sponsorship activations. As always, I was watching closely for the brands making an impact, and this year’s Open showcased a brilliant mix of Crown’s marquee presence, TAB’s betting integrations and Liquorland’s fan experiences, alongside global prestige partners like Rolex and Adidas. If Golf Australia continues to stage events of this calibre, the Australian Open will soon be spoken of in the same breath as the Australian Open tennis, the Formula One Grand Prix, and the Melbourne Cup Carnival as one of the nation’s leading global sports showcases. For my money, it’s already there.
Crown: Title Sponsor Takes Centre Stage
Crown Resorts branding takes center stage at Royal Melbourne, showcasing Melbourne’s leading hospitality partner.
Crown’s rise to title sponsor of the Australian Open felt especially fitting at Royal Melbourne, where the pairing of Crown and Royal underscored the event’s prestige. Across the course, Crown’s branding was unmissable, from broadcast integrations to on‑site activations like the ever‑popular spin‑the‑wheel giveaway, which drew long queues and kept fans engaged. The synergy between Melbourne’s leading hospitality and entertainment brand and one of the world’s great golf venues gave the tournament a sense of grandeur, positioning Crown not just as a sponsor but as a symbol of Australia’s ambition to host truly global sporting events.
Liquorland’s Premium Pour: Hospitality Meets High-Impact Branding
Liquorland branding dominates the 17th grandstand at Royal Melbourne, delivering prime visibility on-course and on TV.
Liquorland made its mark with premium hospitality and prime visibility. From the elevated Liquorland Lounge overlooking the 18th fairway to bold branding across the 17th grandstand, one of Royal Melbourne’s most dramatic holes, the retailer delivered both experience and exposure. Even as wind and rain swept through Saturday’s play, the drinks kept flowing and the message was clear: Liquorland was the go-to for refreshment. With broadcast coverage capturing their presence and fans queuing for access, it was a textbook example of how smart placement and premium touchpoints can turn a golf sponsorship into a lifestyle statement.
TAB Bets Big on Experience
Another punter friendly digital activation at the Australian Open from TAB.
TAB kept the energy alive with smart fan-first activations. Every customer was welcomed with a $10 free bet, reinforcing TAB’s reputation for accessible engagement. Their Clubhouse at the 16th hole became a hub of activity, offering shelter and screens to follow sport from around the country during the rain showers. While golf may not sit at the top in terms of betting numbers, TAB’s presence showed how a wagering brand can elevate itself at a premium event, positioning as both entertainment provider and premium partner, and importantly, co-exist with a casino brand such as Crown. By keeping spirits high and experiences seamless, TAB once again proved why it’s a familiar face across Australia’s biggest sporting occasions.
When Recognition Speaks Louder Than Words
Adidas activation at The 19th stood out without a wordmark, letting the iconic three stripes speak for themselves.
Adidas and Rolex underscored the power of iconic branding. At The 19th, Adidas stood out as the only one of thirteen partners not to use a wordmark on its activation space, a statement in itself about the universal recognition of the three stripes. Meanwhile, Rolex reminded fans why its clocks are considered the most iconic branding in sport. An F42 Consulting Instagram poll saw 80% of voters agree with this assertion. With partnerships spanning tennis grand slams, motorsport and sailing, Rolex continues to align itself with the world’s most refined sporting stages, reinforcing its position as the ultimate luxury timekeeper.
An iconic symbol of prestige: Rolex timekeeping on display at Royal Melbourne’s 7th.
Across Royal Melbourne, the sponsor activations told their own story of impact. Crown set the tone with hospitality and prestige, Liquorland delivered bold visibility and fan refreshment, TAB kept spirits high with its Clubhouse and free bet offer, Adidas proved the universal power of its three stripes, and Rolex reinforced timeless luxury with its iconic clocks. Together, these partnerships showed how brands can elevate a golf tournament beyond the competition itself, creating experiences, visibility, and cultural resonance that linger long after the final putt. F42 Consulting doesn’t just observe sponsorships, it shapes them. With proven experience in crafting partnerships across global sporting events, F42 is an agency that knows how to deliver activations that hit the mark for both brands and fans. If your business is ready to elevate its presence on the world stage, let’s talk about how we can turn strategy into impact.