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Australian Open signs up major Chinese drinks partner

The Australian Open Grand Slam tennis tournament has landed the largest Chinese sponsorship deal in the event’s history by signing a long-term partnership deal with leading Chinese spirits brand Luzhou Laojiao.

Under the deal, the Chinese ‘Báijiǔ’​​​ drink brand will get global exposure and brand engagement through international broadcast visibility and a premium hospitality offering.

The partnership will also be activated on digital channels as part of a special ‘Winning Moments’ series and on-site as part of the food and drink experience at the Australian Open.

“We are delighted to welcome Luzhou Laojiao to the Australian Open partner family, a significant event in the history of our organisation,” Tennis Australia’s chief revenue officer Richard Heaselgrave, said.

“We’ve made no secret that China and the region are a major priority for the Australian Open, and that we take our role as the Grand Slam of Asia-Pacific seriously.”

Luzhou Laojiao’s aims to work with the Australian Open in promoting tennis, establishing sports charity programmes and building a stronger consumer base to activate the partnership.

Tennis Australia has established offices in Shanghai and Hong Kong in recent years and operates multiple Australian Open-related events designed for fans in their local markets.

In a separate deal, Tennis Australia announced Beyond Blue as its new charity partner. The aim of the partnership is to highlight the importance of mental wellbeing on – and beyond – the court.