Sweet deal as M&Ms hit the Australian Open with pop-up store

Mars will launch its first M&Ms Store in the Southern Hemisphere with a pop-up at the Australian Open as the brand pursues cultural leadership status.

M&Ms are the official confectionery partner at the Australian Open

M&Ms have signed a partnership deal to become the first official confectionery partner of the Australian Open, as part of a strategy to evolve beyond a chocolate brand to become a cultural leader.

The Mars’ owned chocolate brand will launch a pop-up store at the AO precinct in a bid to align the brand with the annual major sports event.

The AO M&Ms store will “take inspiration” from the brand’s stores in New York, London, Las Vegas and Shanghai by incorporating interactive experiences, a chocolate wall and exclusive AO coloured chocolates. It is the first time M&Ms have launched a store in the Southern Hemisphere

Mars Wrigley’s portfolio director Michelle Gazzola told The Growth Agenda the partnership aimed to align the chocolate brand, which is the No.1 bite-sized brand in the country, with the tennis event, with the two brands sharing values around fun and inclusiveness.

“M&M’s are probably not the first thing that you might think of with tennis, but the values that the Australian Open have and the inclusivity and fun of the event, really aligns with M&Ms,” she said.

“That’s why we think it’s the perfect space, and why we were so keen to bring this partnership to life where we know we’re going to have 1.1 million people through the doors. It’s a great opportunity to experience our brand and build greater connections.” Ms Gazzola said the two-week event would enable the brand to be part of the conversation at the AO and to amplify its brand attributes to existing and new customers.

Mars Wrigley’s Portfolio Director Michelle Gazolla.

“We want to become a cultural leader,” she said.

“We want to be more than just a chocolate brand. For us, it’s around how we can be seen as something that is really good to share, that is fun to eat, and we want to help bring those feelings of joy into light.

“They are the things that for us are really important as a brand, that we hope, through all the things we are doing at the AO and beyond the store, through our strategy, are brought to life.”

The sponsorship is supported by an integrated marketing campaign incorporating online, social media and out-of-home activity, including Australia’s longest ever OOH execution that runs along Swanston St. The AO activation and advertising campaign was created by Traffik, EssenceMediacom, The & Partnership and Enthral.

The M&Ms store will operate at the 2025 and 2026 Australian Open events. Ms Gazzola said the brand had no plans to launch a physical store in Australia, however, she added, “never say never”.

The AO sponsorship is part of a broader global strategy which will see M&Ms create more local and global partnerships.

The brand has recently partnered with accessories brand Kate Spade to co-create a range of handbags and jewellery, and also recently sponsored the TikTok awards.

M&Ms are the latest brand to sign on as a sponsor for the Australian Open, joining other companies including Kia, Rolex, Emirates, Mastercard, New Balance, ANZ, and Waterdrop, which has this year inked a deal to serve as the official water bottle supplier for the event.