Vegemite to sponsor Australian Open as brand reinforces it's 'back under home ownership'

By Gary Scattergood

- Last updated on GMT

Vegemite was bought by Bega Cheese earlier this year.
Vegemite was bought by Bega Cheese earlier this year.
Vegemite, now back in Aussie ownership under Bega Cheese, has announced a partnership with Tennis Australia to sponsor the 2018 Australian Open.

The brand will be the official ‘ballkid’ partner of the Grand Slam tennis tournament. The 106th edition of the Australian Open is due to take place at Melbourne Park from 15th to 28th January 2018.

Ownership of the iconic brand returned to Australia after Mondelēz agreed to sell most of its regional grocery business in January this year.

Mondelēz gained control of Vegemite after it was spun out of American manufacturing giant Kraft, its longtime owner, in 2012

Speaking at the time of the deal, Bega Cheese's executive chairman, Barry Irvin, said the companies’ combined Australian heritage spanned over 200 years. 

Great FMCG business

"We believe these iconic brands… are strong building blocks to enable Bega Cheese to become a great FMCG business,​” he said.

In July, Bega teamed up with pie firm Four’N Twenty to create a Vegemite pie as part of a sponsorship deal with AFL Women’s stars Tayla Harris and Daisy Pearce.

Now this latest sporting deal deal will see Vegemite fuel the Australian Open ball girls and boys throughout their training and official duties.

“Vegemite can’t wait to kick off the partnership with the Australian Open ballkid squad, who are one of the most visible assets of the entire tournament,” ​said Adam McNamara, general manager of Bega Cheese. “The Australian Open is such an iconic event and by fuelling the ballkids we will also be showcasing Australia’s most loved spread to world.

“The Vegemite brand is focused on vitality, with Vegemite being one of the richest sources of B vitamins; we are thrilled to be helping fuel the ballkids in 2018.”

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