“There’s a concept of ‘displaced fandom’, fans that are not geographically present where a local team or event is situated,” she said. It’s a coup for TA to find a new sponsorship stream and a wise move by the Chinese brands, said Prof Kelly. Indeed, the third arena is now called the “1573 Arena” for the duration of the Open. Given Kia’s sponsorship deal is worth $85 million and the Guojiao 1573 branding is only slightly less prominent, it’s likely the Chinese liquor firm paid tens of millions of dollars to have their signage emblazoned all over the Rod Laver and Margaret Court arenas. Guojiao 1573 baijiu brand is a premium brand in China. Coming to the Open is a bucket-list thing for many Chinese tourists, and they will often time visits to Australia in January to see the event live.” “The whole of Asia loves their tennis, and given the time zone and proximity, the Australian Open is really seen as the Asian grand slam with the Chinese as one of the largest segments of viewers. “They’re looking at the Asian and, particularly, the Chinese market. “There’s 25 million of us and probably three million that follow the tennis – that is a tiny market, so we’re irrelevant given the global reach of grand slams where billions tune in,” she said. The brands might have “absolutely no recognition” among Australians, said Prof Kelly, but that wasn’t an issue. “1573’s name is about the year it was first produced, so it has this brand of long-term tradition, trust and consistently high quality, so they are hoping that image will be enhanced by the premium image of this tournament.” “When you talk of sponsorship we think about the fit and tennis aligns with premium brands and a premium target audience,” she told. Picture: Mark Kolbe/Getty Imagesīoth Ganten and Guojiao 1573 are premium brands, and that’s critical as to why they are so ubiquitous at the Open, said Associate Professor Sarah Kelly, a sports marketing expert at the University of Queensland. Ganten, the branding seen here behind Nick Kyrgios, is the official water of the Open. In fact, the vast majority of the Australian audience is “irrelevant” to the Chinese brands, a sports marketing expert has told. ![]() The two brands are part of a growing number of Chinese brands that have decided to spend up big on the Australian Open.Īnd the owners don’t mind a bit if you don’t recognise the names – it’s not Australians they’re looking to impress. Ganten anyone? What about Guojiao 1573, a brand that is dwarfed only by headline sponsor Kia? Never heard of it? You’re not alone. Their logos are as big and bold as any of the others – bigger in some cases – and yet they are virtually unknown names to Australian audiences. ![]() At the Australian Open all eyes are on the big names that hope to earn millions if they win – the likes of Federer, Djokovic and Barty.Īnd scattered around the court are other big names that have paid tens of millions in the hope we might briefly see them – the likes of ANZ Bank, Kia and Emirates.īut you might be scratching your head at some of the Australian Open sponsors.
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