M&M’s has been announced as the Official Confectionery Partner of the Australian Open under a multi-year partnership.
Commencing in January 2025, the partnership will see the brand launch Australia’s first pop-up M&M’s store within the Australian Open (AO) precinct in Melbourne.
During the three weeks of the AO, tennis fans can dive into an “exciting and interactive” M&M’s experience.
“Visitors to M&M’s Melbourne will have the chance to capture a shot with the entire M&M’s gang or showcase their tennis skills by posing for their best ace shot alongside beloved M&M’s characters, Red and Yellow,” reads a statement.
Exclusive M&M’s merchandise will also be available to collect, along with the iconic M&M’s chocolate wall. Fans can mix and match their favourite M&M’s colours, including two AO exclusive shades (pink and light blue), which have been purpose made in its Ballarat factory for the event.
“We’re thrilled to announce our partnership with the Australian Open, a collaboration that will allow us to cement the M&M’s brand as a cultural leader and bring AO fans into the wonderful world of M&M’s,” says Mars Wrigley’s Portfolio Director Michelle Gazzola.
“Through immersive, interactive experiences, we’re excited to bring M&M’s colourful fun to life at Australia’s first M&M’s store, marking the start to what is going to be a big year for the brand.
“This is the first time we’ve done anything of this scale in Australia, and we’re excited to share this journey with AO fans. We can’t wait to bring a vibrant, inclusive, and joyful activation to this iconic event and make M&M’s history in Australia.”
The M&M’s Melbourne store will be open between 6 and 26 January.