The Australian Open will soon see more Chinese corporate names, the latest being liquor maker Luzhou Laojiao. Richard Heaselgrave, the Chief Revenue Officer for Tennis Australia – Australian Open's organizer told CGTN about their China growth strategy.
The first step is to boost the exposure of events “more through media”. Then the organizer would try to encourage more Chinese people to experience the tournaments, according to Heaselgrave.
Australian Open Tournament Director and Tennis Australia CEO Craig Tiley and the Hon. Victorian Minister for Sport, Tourism and Major Events John Eren MP pose during the 2019 Australian Open Official Launch at Melbourne Park in Melbourne, Australia, on October 9, 2018. /VCG Photo
Australian Open officials announced Tuesday that Luzhou Laojiao would become an associate sponsor of the event billed as the grand slam of the Asia-Pacific for the next five years, which is one of the biggest sponsorship deals in its history.
Heaselgrave said “to reach the Chinese public, we cannot do it on our own. So we need the cosponsor partners”.
In the next few years, Heaselgrave expected to double the audience numbers, view hours on the television and digital platforms, as well as visitor numbers coming to Australia from China.
China is developing its tennis economy. The Economist estimates that the number of amateur tennis players in China will hit 30 million in 2020 as the country looks to develop a healthier citizenry.