Australian Open unveils tie-up to lure Chinese fans

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October 14, 2015

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Australian Open unveils tie-up to lure Chinese fans

By Ma Yue | October 14, 2015, Wednesday |

Print Edition

THE Shanghai Rolex Masters and the Australian Open yesterday announced a tie-up in which they will seek commercial partnership, share resources and promote visitor exchanges between the two tournaments.

The Shanghai Rolex Masters is the only ATP 1000 event in Asia while the Australian Open, finding it hard to ignore the China market, has kept a “formal relationship” with the retired Li Na, the 2014 champion down under.

“The broadcast success of the Australian Open proved that the number of Chinese audience is numerous,” Richard Heaselgrave, Tennis Australia Commercial Director, said in Shanghai yesterday. “We realized that we have to involve the population here, and that’s why we are still keeping close relations with Li Na after her retirement.”

Heaselgrave revealed that the Open organizing committee and the Shanghai tournament organizer Juss Event have begun talks on commercial cooperation, as well as projects like the promotion of tournament-themed travel packages, staff exchange and the training of ball boys and girls. They will also share resources regarding TV broadcasts.

The Open recently set up an office in China’s Hong Kong and the year’s first grand slam will show a documentary about Li’s career via its digital platform.

Meanwhile, former world No. 1 Lleyton Hewitt has a wildcard into January’s Open to mark a record 20th-straight appearance at his national grand slam, which is also likely to be his last.

The 34-year-old, now ranked No. 296, had his best result when he finished runner-up in 2005 but hasn’t been past the second round in the last three years.

Tournament director Craig Tiley said in Melbourne at the launch of the 2016 Open yesterday: “We want to celebrate the great career Lleyton’s had but we need to sit down and talk with him because he will also want to focus on doing the best he can at the Open.”

Tiley said prize money for 2016 would rise by 10 percent to 44 million Australian dollars (US$32 million).

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Australian Open unveils tie-up to lure Chinese fans

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