Country for PR: China
Contributor: Xinhua News Agency
Thursday, October 11 2018 - 18:28
Australian Open Partners with Luzhou Laojiao
SHANGHAI, China, Oct. 11, 2018 /Xinhua-AsiaNet/--

The Australian Open has landed a significant partnership deal with leading 
Chinese Baijiu brand Luzhou Laojiao in the largest Chinese sponsorship deal in 
the history of the tournament.

The partnership will be brought to life during the Australian Open by 
celebrating the shared values of tradition, history, celebration, culture and 
innovation as part of a special 'Winning Moments' series.

Luzhou Laojiao will benefit from global exposure and brand engagement through 
the Australian Open partnership including international broadcast visibility 
and a world class hospitality offering.

"We are delighted to welcome Luzhou Laojiao to the Australian Open partner 
family, a significant event in the history of our organisation," Tennis 
Australia's Chief Revenue Officer Richard Heaselgrave said.

"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 Slam of Asia-Pacific 

"The Australian Open is the biggest sports and entertainment event in the world 
in January, and the world's best players and stunning tennis action attract the 
eyes of the world both in Melbourne and through our global broadcast."

"This partnership is undoubtedly another historic milestone in the 
internationalisation journey of Luzhou Laojiao. 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, as well as to enhance our communications with our global 
consumers, and further expand the brand influence of Luzhou Laojiao in the 
world," Luzhou Laojiao's Board Chairman Mr Liu Miao said.

As the first Chinese Baijiu brand to partner with a Grand Slam event, Luzhou 
Laojiao will further enhance the diversity of food and drink experience at the 
AO, as well as introduce the unique Chinese Baijiu culture and etiquette to 
fans around the world.

With the transformation into one of the world's leading sports and 
entertainment events in recent years, the Australian Open has witnessed a 
soaring number of new fans from the region watching and visiting the event than 
ever before. This enables the Australian Open to be an exciting platform for 
partners to connect with these fans in a number of engaging ways.

Tennis Australia established offices in Shanghai and Hong Kong in recent years, 
whereby a team of local specialists develop and operate multiple Australian 
Open-related events throughout the year, tailor content designed for fans in 
their local markets, and promote the Australian Open to tourists wanting to 
experience the event in person.

This along with the support of strong business, media, travel and government 
partnerships, enables the Australian Open to continue to cement itself as the 
Grand Slam of the Asia-Pacific.

Source: Luzhou Laojiao

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