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The Australian Open and Luzhou Laojiao have announced a multi-year renewal of their partnership with Luzhou Laojiao to continue as the Official Baijiu Partner of the Australian Open for the next five years.

Luzhou Laojiao will continue benefitting from global exposure and brand engagement through the Australian Open partnership, including the iconic ‘Winning Moments’ series and 1573 Arena.

It was also announced that the Australian Open Asia Pacific Wildcard Play-off will return to China in 2024 and take place in Chengdu for the first time. Luzhou Laojiao is also an official partner of Australian Open Asia Pacific Wildcard Play-off.  

“We are delighted to extend our partnership with Luzhou Laojiao, which has been an associate level partner of the Australian Open since 2019, Tennis Australia Chief Commercial Officer Cedric Cornelis said at the celebration in Chengdu.  

“Our shared values of history, heritage, culture and innovation have been celebrated between the Australian Open and Luzhou Laojiao in the past five years of partnership and will continue to be the core of our partnership."

Cedric Cornelis, Tennis Australia Chief Commercial Officer

“Our shared values of history, heritage, culture and innovation have been celebrated between the Australian Open and Luzhou Laojiao in the past five years of partnership and will continue to be the core of our partnership going forward.  

“As the Grand Slam of Asia Pacific, we are incredibly excited by the return of the Asia Pacific Wildcard Play-off that will be hosted in Chengdu next year. The Asia Pacific Wildcard Play-off tournament will be an important platform to showcase the strong pipeline of talents in the region as tennis constantly grows in popularity.”

Mr Wang Hongbo, Vice General Manager of Luzhou Laojiao Co., Ltd., also attended the celebration and added, “We look forward to the new phase of the partnership with the Australian Open for the next five years. The collaboration between Luzhou Laojiao and the Australian Open will once again enhance the international influence of both parties.” 

The Luzhou Laojiao Guaojiao 1573 AO China Challenge took place across China in the past five years and has welcomed nearly 10,000 amateur tennis players since 2019. The winners of the AO China Challenge will have the opportunity to compete at 1573 Arena at Melbourne Park.