China's tennis boom sparks business opportunities

This year may be the starting point for a new chapter for tennis in China. 

Following the excitement brought by the Paris Olympics, tennis is experiencing a resurgence in China. As a sport that transcends regions and cultures, tennis is making inroads across local markets, expanding its influence in this oriental country.

According to data from iiMedia Research, the number of tennis participants in China will reach 23.81 million in 2024, and it is expected to surpass 30 million by 2029. The market size of China's tennis industry is projected to reach 36.75 billion yuan ($5.16 billion) this year, with an annual compound growth rate of 11 percent thereafter and is expected to reach 62.49 billion yuan by 2029.

In recent years, Chinese female players have achieved notable successes in international professional tournaments, increasing their commercial appeal at home. Brands sponsoring these athletes are leveraging their popularity to tap into the expanding Chinese market.

In an exclusive interview with CGTN, Cedric Cornelis, chief commercial officer of Tennis Australia, highlighted that China is entering its own "golden age" for tennis. The Australian Open, as one of the four Grand Slam tournaments in tennis set to celebrate its 120th edition in 2025, is gearing up for this momentum.

Chinese storm

As the first Grand Slam of the year, the Australian Open (AO) has always embraced a pioneering spirit. The AO has indeed become a "lucky ground" for Chinese athletes, with Chinese tennis players achieving some significant successes there. In the women's singles category, China's Zheng Qinwen, fresh off her gold medal win in Paris, is making a strong comeback. On the men's side, Chinese players Zhang Zhizhen and Shang Juncheng are preparing to make waves, as Melbourne Park prepares for an unprecedented "Chinese storm."

The 2025 Australian Open will be extended to become a three-week carnival event. At the 2025 Australian Open China launch press conference, Cornelis explained that the event, running nonstop from January 6 to January 26, will showcase thrilling tennis action.

"We will enrich the opening week (January 6-11) with AO Qualifying, daily Open Practice sessions, four exhibitions, charity matches featuring top players, and Kids Tennis Day on January 11, all designed to offer fans an even more immersive experience," said Cornelis.

Sports for fun

According to Cornelis, Australian Open continues to push boundaries.

"For the 2025 edition, a new vibrant new precinct called 'TOPCOURT' will be introduced, combining live music and DJs, a public Padel Court, and a host of the latest gaming setups – creating a trendy hotspot and setting a new standard for Grand Slam events. 

"Fan favorites such as the CourtSide Bar, AO Live (Music Festival) and The Village (a training zone for tennis stars) will also return, ensuring that the fan experience remains at the heart of the tournament by blending sports and entertainment," he told CGTN.

Data shows the 2024 Australian Open set a new attendance record with 1.1 million fans, and the 2025 edition is "expected to break that record." Victoria, the state where the tournament is held, remains one of the top destinations for Chinese tourists, making this a timely moment to welcome Chinese fans.

Domestically, Chinese fans are embracing not only the matches but also the spirit that tennis embodies. Playing the sport, learning about its strategies, purchasing related products, and engaging in sports-oriented social activities are all becoming part of a growing trend.  

Tennis lifestyle

Indeed, Chinese fans are riding a wave of enthusiasm that combines passion, lifestyle upgrades and business growth. Products linked to tennis, such as Zheng Qinwen's racket and shoes, have become online trends, and more tennis-related brands are witnessing a surge in interest.

Even those who are not avid tennis fans are willing to spend more on professional equipment, event tickets, live streaming of matches and tennis-related social activities. Since July 2024, searches for "tennis" have risen by more than 60 percent year on year, according to Chinese e-commerce platform Meituan. Tennis trial classes and training sessions have also seen impressive growth, with group-buy orders increasing by 172 percent. On Tmall, searches for tennis skirts surged by 260 percent year on year, and sales increased by 160 percent during China's mid-year 618 shopping event.

The Australian Open will launch a new retail store in China, with platforms like Tmall, Douyin and Xiaohongshu offering official products.

Gradually, international sports organizations recognize the potential and economic strength of the Chinese market, aligning their global strategies with brand promotion in China to foster deeper engagement.