China's baijiu culture coming to Australian Open

China's baijiu culture coming to Australian Open

Fri, 12/10/2018 - 14:34
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Aus Open

Roger Federer serves against Marin Cilic in the 2017 Australian Open men's singles final. Photo: Reuters

Australian tennis fans will experience China’s colourful baijiu culture in January, with leading distilling group Luzhou Laojiao announcing a partnership with the Australian Open.

The partnership is the biggest Chinese sponsorship deal in the history of the tournament, which will showcase baijiu traditions, etiquette and history to diversify the hospitality experience of the event.

Tennis Australia chief revenue officer Richard Heaselgrave said the deal was a particularly significant event in the history of the organisation.

“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 Sal of the Asia-Pacific seriously,” Mr Heaselgrave said.

Luzhou Laojiao chairman Liu Miao also recognised the partnership as a historic milestone in the company’s global expansion.

“In the future, we will work closely together with the Australian Open in promoting the sport of tennis, establishing sports charity programs, and building a stronger consumer base to activate this comprehensive, multi-dimensional and long-term collaborative partnership,” Mr Liu said.

The deal is also the latest evolution in Tennis Australia’s ambition of Asia-Pacific expansion, following the establishment of offices in Shanghai and Hong Kong in recent years.

Tennis Australia said it would continue to develop and operate events tailored for Chinese markets to promote the Australian Open to Chinese travellers.