Champagne House Returns to Miami Open
Champagne maker Piper-Heidsieck will return as a sponsor of the Miami Open tennis tournament for the third consecutive year. The partnership places the brand's signature red label courtside at the high-profile event.
The Miami Open, founded in 1985 by former player Butch Buchholz, was originally envisioned as the "Winter Wimbledon," a premier tournament to kick off the tennis season. It has since evolved into a top-tier ATP Masters 1000 and WTA 1000 event, and is the second leg of the prestigious "Sunshine Double" following Indian Wells. The tournament moved from its long-time home in Key Biscayne to the state-of-the-art Hard Rock Stadium in 2019, a move that has seen attendance figures soar. In 2025, the Miami Open broke its attendance records, welcoming over 405,000 fans across the two-week event. This move to a larger, more modern venue has not only increased capacity but also enhanced the fan experience with more space for sponsors, culinary offerings, and entertainment, transforming it into a major sporting and social festival. Piper-Heidsieck's sponsorship aligns with a broader trend of luxury brands investing in major sporting events to connect with affluent audiences. This strategy allows brands to associate with prestige and excellence, moving beyond traditional advertising to create immersive experiences. Other luxury brands like Rolex have long-standing partnerships with tennis tournaments, underscoring the strong alignment between the sport and the high-end market. Beyond the courtside visibility, Piper-Heidsieck creates a "Champagne Garden" at the Sunset Terrace, offering attendees a variety of its champagnes, specialty cocktails, and even champagne floats. The experience is further enhanced by unique activations like signature red aerial gondolas that provide panoramic views of the tournament grounds. Founded in 1785, Piper-Heidsieck has a long history of associating itself with glamour and high-profile events. The brand was famously a favorite of Marilyn Monroe and has been the official champagne for the Oscars and the Cannes Film Festival. This partnership with the Miami Open is part of a larger strategy that also includes sponsorships of other prestigious tennis events like the Rolex Paris Masters. In a significant move for a heritage brand, Piper-Heidsieck became the first Champagne house to achieve B Corp certification in 2022. This certification reflects a commitment to high standards of social and environmental performance, accountability, and transparency, aligning the brand with contemporary values of sustainability and ethical practices.
