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Ash Barty joins Optus as chief of inspiration in first partnership after retirement

Australian tennis player Ash Barty has signed her first partnership after retirement with Optus as its chief of inspiration, strengthening the company’s brand values.

Barty will be featured in a mix of content initiatives, employee engagement programs and community-focused campaigns aimed at inspiring Australians to adopt the “yes” attitude.

The technology company first introduced its ‘yes’ branding in 2020, followed by the sponsorship of Formula 1 driver Daniel Ricciardo to communicate the new positioning.

Optus CEO, Kelly Bayer Rosmarin, said Barty will help highlight Optus’s brand alignment with the Australian values and its mission of keeping people connected.

“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. 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 said.

Barty commented: “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.”

Credits:
Content: Emotive
Design: Re
Social: M&C Saatchi Sport & Entertainment

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