Aussie Companies Eye Asia Through Pro Tennis

Written by: on 10th October 2013
Juergen Melzer
Aussie Companies Eye Asia Through Pro Tennis

epa02183953 Juergen Melzer of Austria's shadow shows as he returns a ball to Novak Djokovic of Serbia during their quarterfinals match for the French Open tennis tournament at Roland Garros in Paris, France, 02 June 2010. EPA/IAN lANGSDON  |

Crown Casino, Melbourne, has been in the news in Asia lately.

 

Crown Casino and Entertainment Complex is a large casino and entertainment precinct located on the south bank of the Yarra River, in Melbourne, Australia, right near the site of the Australian Open.

 

Crown’s new deal with China’s Li Na is just another indication that the company believes there is huge potential in the Asian market. The Australia-based company has sponsored Li since September 2011, the same year the Chinese star won her sole Grand Slam event at the French Open.

 

“The Henry report into the Asian century commissioned by previous [Australian] prime minister Gillard actually showcased Crown as being one of the best Australian companies in terms of engaging with Asia already,” said Crown executive chairman James Packer. “But for us to have an association with the most popular athlete in the biggest country in the world is an honor, really I don’t think anyone personifies the rise and success of China in a sporting sense more than Li Na.”

 

Crown isn’t the only Aussie company looking to make inroads into the massive Asia market: Jetstar and Jacob’s Creek both sponsored the tournament in Beijing

 

Jetstar is also the official Asian travel partner of the WTA and is the official airline partner of nine WTA tournaments in Asia.

 

Jacob’s Creek is also a sponsor of this week’s Master Series Shanghai Masters along with ANZ, which is presenting sponsor. Jacob’s Creek wine is said to be the second largest brand in China in terms of revenue.

Tennis Australia also announced it would hold another wildcard entry tournament for Chinese players. The tournament will take place in November in Shenzhen, with the male and female winner both gaining direct entry into the main draw of the 2014 Australian Open.

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