Optus has announced Ash Barty as its chief of inspiration, her first new partnership since her retirement from professional tennis in March.
The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns aimed at connecting Australians together and inspiring them to say “yes” to their dreams, goals, and ambitions.
Optus’ CEO Kelly Bayer Rosmarin believes Barty epitomises the brand’s values and that the partnership will demonstrate the power of Yes to all Australians.
“At Optus, we pride ourselves on our role in keeping Australians connected to what matters most – from everyday life through to times of national crisis, we support communities and businesses to thrive in the digital age.
“Ash is a true Australian icon and role model – her performance on the courts epitomised a challenger spirit, determination and strength, while her community work has demonstrated the power of optimism in action,” she said.
Ash Barty
“We’re thrilled to bring this partnership to life and inspire more Australians to enable their tech futures and unlock the power of ‘yes’,” Bayer Rosmarin added.
As one of Australia’s biggest names in sport, Barty is excited to partner with a brand that allowed her to bring her authentic self to the role.
The former tennis star said: “I decided to prioritise Ash Barty the person, over Ash Barty the tennis player, and in doing so I’ve realised I can help so many more people through my charity work, my role as the National Indigenous Tennis ambassador, and now with Optus as their chief of inspiration.
“It’s very humbling that my story has inspired so many people, but the reality is there are millions of everyday Australians who have the courage and commitment to say ‘yes’ just like I did. I welcome the opportunity to encourage more people to say yes to the things they love.”
Barty shows off her impressive golf skills in the new campaign, alongside F1 driver Daniel Ricciardo, who is Optus’ chief of optimism.
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Top image: Daniel Ricciardo with Ash Barty
Ash Barty and Daniel Ricciardo