Australian Open steps up marketing to Chinese tennis lovers

Emphasising its credentials as the Grand Slam of the Asia Pacific, the Australian Open has unveiled a series of initiatives targeting China with the aim of further engaging the rapidly increasing tennis audience in Asia’s biggest market.

With the world tennis circuit currently focused on Asia right world No.1 and 2009 champion Rafael Nadal helped officially launch the Australian Open at a recent special event in Shanghai with some of the event’s key partners.

The Australian Open’s China marketing plan includes:

• An eight-month campaign of events for fans and corporate partners focused on China
• Superstar Rafael Nadal named a ‘Friend of the Australian Open’ to help promote the tournament in Asia
• A business breakfast with special guest Li Na for Australian Open partners in Shanghai on Thursday 
• The third annual AO Wildcard Play-off to be held in Shenzhen in November.

Explaining the initiative, Tennis Australia Commercial Director Richard Heaselgrave stated “for the past few years we’ve taken the Australian Open trophies through China and Asia as an exercise to build awareness of the event and the sport.

“We’ve deliberately narrowed our immediate focus to the major cities of Shanghai and Shenzhen and plan to build strategic opportunities for engagement, both with the growing fan base for tennis in the region, and commercial and corporate partners.“

The initiatives are expected to range from ballkid trials to corporate Pro-Ams, legends events and activations in China around the Australian Open, including during January.

China registered the highest single rating broadcast of Australian Open 2014, with nearly 20 million viewers watching Li Na win the women’s singles final.

Of the 342 million global viewing audience in 2014, Asia Pacific accounted for 177 million and China alone 107 million.

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