The Australian Open landed in Shanghai on Tuesday, with former world No.15 Zheng Jie joining organisers to unveil a new Chinese brand identity, announce a suite of new partnerships and launch a pop-up activation in the heart of the city, as the tournament further entrenches itself in the hearts and minds of Chinese tennis fans.
The news follows the announcement earlier this month of a major new partnership with leading Baijiu brand Luzhou Laojiao, the largest Chinese sponsorship deal in the history of the tournament.
The Australian Open experience will engage thousands of fans, media, celebrities and influencers at a special activation located at Shanghai’s Columbia Circle, a flourishing business and commercial district, until Sunday 4 November.
Included in the Australian Open experience:
• A floating Rod Laver Arena will take over Columbia Circle’s swimming pool, creating a unique photo opportunity.
• The magnificent Australian Open trophies, the Norman Brookes Challenge Cup and the Daphne Akhurst Memorial Cup, will take centre stage at an exhibition celebrating the long history of the tournament.
• Fans will feel like a Grand Slam champion when they walk through the Australian Open Champions Walk.
• Ganten Tennis Club will feature an interactive family zone with kids and parents to pick up a racquet and play tennis.
• Virtual reality tours of the Australian Open and Melbourne Park will be on offer for fans as they watch the world’s best tennis players hit on the tournament’s iconic blue courts, as well as touring the best of Melbourne.
• Australian Open 2019 exclusive merchandise range will be on display.
• The dynamic Australian Open logo will feature creatively throughout the space for the perfect photo opportunity.
Australian Open Tournament Director Craig Tiley said it was vital for the Australian Open to continue to strengthen its ties throughout the Asia-Pacific region.
“For more than 10 years the Australian Open has been known as the Grand Slam of Asia-Pacific and there has never been a more important time for us to promote the event and deepen our ties and relationships throughout the region,” Tiley said.
“Developing an Australian Open brand exclusively for China is a big part of engaging our fans and showing them how serious we are about promoting not just our event, but the sport of tennis, in the region.
“Local events, and providing player opportunities, are equally as important, and we look forward to hosting the AO Asia-Pacific Wildcard Play-off in Zhuhai for the seventh time next month.
“We will run events in Chengdu and have also rolled out pilots of our kids’ starter program, ANZ Tennis Hot Shots, as part of our schools initiative.”