Tennis Australia extends sponsorship contract with Luzhou Laojiao for Australian Open

Tennis Australia has extended its partnership with Luzhou Laojiao, solidifying the Chinese liquor brand’s role as a sponsor for the Australian Open for the next five years. Having initially joined as a sponsor in 2019, Luzhou Laojiao holds the position of an associate sponsor in the tournament’s second-tier sponsorship alongside renowned brands like Rolex and Emirates.

This renewal follows the recent addition of Louis Vuitton to the Australian Open’s sponsorship portfolio, building on the momentum created by the contract extension with cybersecurity firm CyberCX. Tennis Australia had earlier revealed a significant deal with New Balance in November, designating the sportswear company as the ‘Official Performance Apparel and Footwear’ provider for both the Australian Open and the United Cup.

Under the extended agreement, Luzhou Laojiao will continue to implement its successful ‘Winning Moments’ and ‘1573 Arena’ activation campaigns. The latter has been a prominent feature in China over the past five years, attracting nearly 10,000 amateur tennis players to participate in the Luzhou Laojiao Guaojiao 1573 AO China Challenge. Winners from this competition earn the coveted opportunity to compete at the prestigious 1573 Arena at Melbourne Park.

Beyond these campaigns, Luzhou Laojiao maintains its sponsorship involvement with the Australian Open Asia-Pacific Wildcard Play-off. This event, set to return to China in 2024, will be hosted in Chengdu for the first time, further strengthening the brand’s ties with tennis enthusiasts in the region.