Blackmores give Australian Open’s commercial portfolio a healthy outlook

Health products manufacturer Blackmores has signed on as a new partner for the Australian Open tennis grand slam tournament.

Terms of the deal were not disclosed, but Blackmores’ global health ambassador and 2014 Australian Open champion Li Na (pictured) will support the company’s activities both in the lead-up to, and during, the 2016 tournament, which takes place in Melbourne from January 18-31.

Blackmores will create an innovative double-storey consumer brand activation on the Grand Slam Oval to showcase its newly launched Superfoods range, while also providing on-site naturopathic advice and wellbeing activities for fans.

The new agreement includes the Australian Open Series, comprising the Hopman Cup in Perth, Brisbane International, International Sydney, Hobart International and the World Tennis Challenge in Adelaide, all official lead-in events to the first grand slam of the year.

Tennis Australia commercial director Richard Heaselgrave said: “We look forward to working with the Blackmores team to deliver engaging wellbeing experiences for fans both on site here in Melbourne and around the world.

“The Asia-Pacific region, specifically China, is a core growth target Blackmores shares with the Australian Open and we see the relationship as a perfect fit.”