The apex body for tennis in Australia, Tennis Australia has announced a partnership extension with the Chinese baijiu producer, Luzhou Laojiao.
Following the extension, Luzhou Laojiao continues to be the official baijiu partner of the Australian Open for the next five years.
The renewal of the contract will allow the Chinese entity to amass phenomenal brand engagement and exposure with the help of the marquee grand slam tournament, which also includes the ‘Winning Moments’ series and 1573 Arena.
The announcement also included that the Australian Open Asia Pacific Wildcard Play-off will make its way back to China in 2024, with the event taking place in Chengdu. The Australian Open Asia Pacific Wildcard Play-off has Luzhou Laojiao as an official partner as well.
Commenting on the renewal, Cedric Cornelis, Tennis Australia Chief Commercial Officer, stated, “We are delighted to extend our partnership with Luzhou Laojiao, which has been an associate level partner of the Australian Open since 2019. Our shared values of history, heritage, culture and innovation have been celebrated between the Australian Open and Luzhou Laojiao in the past five years of partnership and will continue to be the core of our partnership going forward.”
He further added, “As the Grand Slam of Asia Pacific, we are incredibly excited by the return of the Asia Pacific Wildcard Play-off that will be hosted in Chengdu next year. The Asia Pacific Wildcard Play-off tournament will be an important platform to showcase the strong pipeline of talents in the region as tennis constantly grows in popularity.”
Wang Hongbo, Vice General Manager of Luzhou Laojiao Co., Ltd., said, “We look forward to the new phase of the partnership with the Australian Open for the next five years. The collaboration between Luzhou Laojiao and the Australian Open will once again enhance the international influence of both parties.”