The 2024 Australian Open season will be held in Melbourne, Australia, from January 14 to 28, 2024. On the eve of the start of the tournament, on December 18, 2023, the Australian Tennis Association and Luzhou Laojiao held a contract renewal ceremony in Chengdu, following the strategic cooperation between Luzhou Laojiao and the Australian Open in 2018, the two sides renewed the contract: from 2024 to 2028, Luzhou Laojiao will continue to be the highest-level Chinese partner in the 100-year history of the Australian Open, a co-sponsor and the official partner of the Australian Open, and Guojiao 1573 will become the only designated liquor for the Australian Open. The event also released a blockbuster good news: the Australian Open Asia-Pacific Wild Card Tournament will be held in Chengdu for the first time.
From the Australian Open Court No. 2 being named "Court 1573" and using Chinese red as the theme color, to the Night of Champions, the National Cellar 1573 theme day, and then to the "National Cellar 1573 Australian Open China Amateur Challenge" that has swept dozens of cities in China...... China's ultra-high-end liquor brand Guojiao 1573 makes the Australian Open Carnival more happy and diverse.
Chinese symbols shine at the Australian Open
The "Grand Slam" came to the Chinese fans
Luzhou Laojiao and the Australian Open, one is a famous Chinese wine with a long brewing history of nearly 700 years, and the other is a century-old "Grand Slam" tournament that has swept the world. The two sides are in line with the concepts of leading fashion, spreading culture, and advocating a healthy and elegant lifestyle. After the renewal of the contract with the Australian Open, Luzhou Laojiao will once again inject Chinese cultural elements into the blue court of the Australian Open, and continue to help tennis players compete in the Grand Slam arena and raise a glass to share the moment of glory.
In fact, in the first five years of cooperation with the Australian Open, Luzhou Laojiao has vividly demonstrated the organic integration of Chinese culture, Chinese lifestyle and tennis. The two sides have worked together to create themed scenes such as "Victory Moment", "Night of Champions", "1573 Stadium Naming" and "1573 Theme Day", bringing Chinese liquor with excellent quality and unique taste to athletes and fans from all over the world. Whenever the Australian Open meets the Chinese New Year, the three major courts of Rod Laver Stadium, Margaret Court and John Kane will send sincere New Year wishes to Chinese people around the world, and activities rich in traditional Chinese culture such as dragon and lion dances, "legendary stars making dumplings" and Australian Open Chinese New Year's Eve dinner are also staged at Melbourne Park. Today, Guojiao 1573 has become a dazzling Chinese symbol at the Australian Open, continuing to convey the charm of Chinese wine and culture, toasting to victory moments and interacting with global audiences.
The Grand Slam tournament that can only be felt when you go to Australia has also come to the side of Chinese fans through the bridge built by Luzhou Laojiao. In 2019, Luzhou Laojiao and the Australian Open launched the "National Cellar 1573 Australian Open China Amateur Challenge", which has now covered 46 key cities in China and has become one of the highest-level tennis amateur tournaments in China, attracting nearly 10,000 tennis enthusiasts to participate. Tennis Australia Chief Commercial Officer Saidik Connellis said this is a partnership between the Australian Open and Guojiao 1573 to bring the Australian Open's first Grand Slam-level amateur tournament outside of Australia to Chinese tennis fans.
It is reported that from 2024, the event will also add the "Guojiao 1573 Australian Open China Amateur Challenge City Team Competition" on the basis of the original individual competition to further expand the number of tennis participants and increase the fun of the event. At the same time, after the Australian Open Asia-Pacific Wild Card Tournament lands in Chengdu, it will also attract more tennis enthusiasts to participate.
Deepen cooperation in the next five years
Enhance the international influence of Luzhou Laojiao
As the world's leading tennis carnival combining sports and entertainment, the Australian Open is not only a top-level tournament platform, but also an international stage. With 12.4 million followers across channels and an estimated 350 million broadcast viewers worldwide, the Australian Open is one of the four Grand Slam tournaments with the largest TV audience and the most active social media channels, according to Saidik Connellis, and the number of fans at the Australian Open continues to break records every year.
"Like tennis, which has a long history, Luzhou Laojiao is an enterprise with a deep historical and cultural heritage. The traditional brewing skills of Luzhou Laojiao Liquor have gone through 699 years, and this is a very inherited enterprise. Roddy Campbell, Director of Partnerships and International Business of Tennis Australia, said that Luzhou Laojiao is a well-known liquor among Chinese consumers, and joining hands with Luzhou Laojiao has played a very important role in cultivating fans and spectators for the Australian Open in China. China has become the most significant growth market in the world for the Australian Open.
It is reported that in the new five-year cooperation, the Australian Open will provide Luzhou Laojiao with a more comprehensive, multi-dimensional and broader international display platform, and help Luzhou Laojiao establish an internationally renowned brand image. From the increase in the number of live viewers of the Australian Open, to the increase in the number of global broadcast platforms and the extension of broadcast time, to the integrated marketing of the official digital and social platforms of the Australian Open, Luzhou Laojiao's brand recognition will grab attention around the world.
At the renewal ceremony, Wang Hongbo, executive deputy general manager of Luzhou Laojiao Co., Ltd., said: "Tennis is a beautiful and competitive sport, representing a healthy, fashionable, positive and elegant lifestyle. Although Chinese liquor and tennis are different in form, they both share the common value pursuit of allowing the public to enjoy a fashionable, healthy and quality life. The cooperation between the two parties will once again enhance the international influence of the Guojiao 1573 brand, and once again demonstrate the brand value of Luzhou Laojiao and the eternal charm of Chinese liquor. ”
Looking ahead to the next five years, Wang Hongbo said: "We are very much looking forward to entering a new phase of cooperation with the Australian Open. The sincere cooperation between the two sides will once again enhance the international influence of both sides. ”