Danone may have signed tennis ace Carlos Alcaraz as brand ambassador, but the French multinational is not the only dairy major with links to the sport.
New Zealand premium dairy player The a2 Milk Company has become the Official Dairy Milk partner of the 2026 Australian Open – landing a first of its kind contract with one of the region’s biggest sporting events.
In 2025, Australian Open (AO) had a global cumulative reach of 1.9 billion, with global broadcast exceeding 800 million hours.
The event attracted 1.2 million fans to Melbourne Park, the tennis complex where the tournament is held each January. Among the attendees, just 8% came from overseas – with the vast majority being local Victorians and visitors from other Australian states.
This means there’s strong scope to bring the brand’s trademarked a2 Milk product to a diverse consumer base, including health-conscious consumers.
What is a2 Milk?
a2 Milk is the a2 Milk Company’s trademarked dairy product. It is sourced from cows that naturally produce only the A2 beta‑casein protein, rather than the usual mix of A1 and A2 proteins found in most regular milk. The milk is tested throughout farming and processing to ensure it doesn't contain A1 protein. As a result, a2 Milk has a protein profile that some consumers find easier to digest. It is sold in several forms, including fresh milk, UHT milk, and milk powders.
How popular is The a2 Milk Company in Australia?
The a2 Milk Company is already an established player among Australia’s leading premium dairy brands. In a sluggish market for liquid milk – the category declined by 0.7% in FY25 – the New Zealand multinational achieved growth.
The company increased its value share of the Australian liquid milk market to 11.2% from 10.4%. In the lactose-free segment, its share went up from 12.7% to 18.5% in FY25.
These results were largely achieved thanks to the milk brand’s premium, better-for-you positioning and came despite strong promotional activity from competitors.
All this suggests the a2 Milk Company is increasing its consumer base in Australia; operates a profitable niche within dairy, and its product appeals to health-conscious consumers who are willing to pay a premium.
So how can a partnership with the AO galvanize this growth? We chatted to David Bortolussi, MD and CEO of The a2 Milk Company, to find out more about the contract and the significance it holds for the dairy group.
A natural fit with ‘enormous’ reach potential
The a2 Milk Company is AO’s first official dairy milk partner in the tournament’s more than 110-year history. During the three-week event, to be held from January 12 to February 1, the company’s trademarked a2 Milk product will be served anywhere from player lounges to the 14 cafés across the precinct and poured in both hot and cold coffee drinks.
So how did the idea for a partnership come about?
“Discussions with Tennis Australia began 18 months ago where we mutually agreed that both brands had a lot in common,” Bortolussi opened. “a2 Milk and the Australian Open share a dedication to health, wellness, and quality, making it a natural fit for the two brands to partner.”
Besides being a globally-televised tennis affair, the three-week event holds great significance to Australians, too: making it an ideal stage to strengthen brand familiarity.
“(Australian Open) is an inherent part of the Australian summer with most Aussie’s experiencing it in one way or another across their lives, whether that is watching the broadcast or visiting the event in person,” Bortolussi said. “It is an inclusive event where Australians can come together to cheer on their favourite player, or to experience all the wonderful food and entertainment that is on offer.”
Did you know? 🎾
The Australian Open orignally used grass courts - it wasn't until 1988 when the tournament moved to Melbourne Park that it adopted hard courts.
But just how big is the opportunity for raising brand awareness?
“Large-scale partnerships such as the Australian Open unlock enormous potential for reach to audiences that are passionate and engaged,” Bortolussi explained.
“The tournament has visitors from all states, which allows us to speak to tennis fans across the country, as well as overseas visitors – particularly from the USA, New Zealand and China, where we also operate.
“The on-site element also creates an opportunity for large-scale trial of our products. Our brand has very strong rates of trial to purchase, so this is very important to continue to grow.”
Where will a2 Milk be served at AO?
a2 Milk will be served within hospitality areas, player facilities, and in over 14 cafés across the Melbourne Park precinct.
All hot beverages across the cafés will be served with a2 Milk in branded compostable coffee cups – and the tournament’s popular iced coffee drink, AO Frappe, will get a makeover.
“We have collaborated with the Australian Open to produce a new take on a beverage offering from AO25, to produce the AO Frappe - Served up by a2 Milk,” company MD David Bortolussi said. “We will shake up this year’s product, with all the benefits of a2 Milk. It will be available in coffee or chocolate flavours fit for all ages.”
In 2025, more than 200,000 coffees and over 20,000 AO Frappes were sold during the event.
How does a2 Milk appeal to consumers?
The a2 Milk Company has presence in several key markets outside Australia and New Zealand, including the US. In the States, the company achieved a 22.1% growth in milk sales year over year; and in Australian in New Zealand, sales went up almost 10%. How has the company achieved this, in markets an ocean apart?
“Premium milk shoppers pay more when they clearly understand why our product works for them,” Bortolussi told us. “We anchor our a2 Milk proposition in the A1protein free (A1PF) difference and aim to continuously strengthen the evidence base and healthcare professional engagement to make the benefit tangible and credible.
“Innovation only works when it solves consumer needs in each market. In Australia and New Zealand, we brought an A1 protein-free innovation to a tired lactose-free category, and in the US, we have driven growth through a grass-fed milk proposition specific to the natural channel.”
As for marketing and bolstering brand awareness, the CEO said: “In addition to a big visibility partnership such as the AO, we also support the growth of the brand through social media activity, influencer engagements, and PR events as well as traditional media in order to meet our consumers where they are.”
