What is Chinese liquor company 1573 the sponsor of the arena at the Australian Open

What is Chinese liquor company 1573 the sponsor of the arena at the Australian Open

Here is all you need to know about the sponsorship of Australian Open, the first Grand Slam of the year including what is 1573

Held at Melbourne Park in Victoria, Australia, the Australian Open is one of the four major tournaments on the yearly pro circuit.

What is Chinese liquor company 1573 the sponsor of the arena at the Australian Open 2024

The Australian Open’s associate partners this year include, in addition to Kia, international companies Emirates, Rolex, and Luzhou Laojiao. Although Rolex and Emirates have long supported the ATP Tour, Luzhou Laojiao, an alcohol manufacturer, exclusively collaborates with Tennis Australia.

One of the largest sponsorship agreements in the history of the Australian Open was revealed by the tournament organisers back in October 2018: Chinese Baijiu distillery Luzhou Laojiao will serve as an associate sponsor for the next five years.

The 2019 Australian Open marked the start of the two sides’ first agreement. As per the agreement, Luzhou Laojiao will maintain its worldwide visibility and brand interaction, which will include exclusive sponsorship of the Winning Moments series and the Guojiao 1573 drink-named 1573 Arena.

Advertisement

Being one of the oldest Chinese liquors still in existence, the distillery’s history dates back to the Ming era in 1573.

The firm has also been the title sponsor of the Luzhou Laojiao Guaojiao 1573 AO China Challenge for the past five years, with the victors having the opportunity to participate at the 1573 Arena at Melbourne Park. As the tournament has already started with it’s qualifiers and first round, we take a look at what 1573 Arena is.

What is 1573 Arena?

Show Court 2, the equal-fifth largest tennis court at Melbourne Park in Melbourne, Australia; the site of the Australian Open; is also known as 1573 Arena for sponsorship purposes.

Advertisement

The Chinese distillery Luzhou Laojiao, which makes a baijiu under the name Guojiao 1573, signed a five-year sponsorship agreement with Tennis Australia, which included corner signage on Margaret Court and Rod Laver Arena. As a result, the venue was renamed 1573 Arena for commercial purposes starting with the 2019 Australian Open.

The exact location of the following is Melbourne Park, MSEP, Melbourne, Victoria, Australia, directly west of Margaret Court Arena, with a capacity of around 3000 built in 1987 and was opened a year later in 1988.

Advertisement

PLAY: FREE ONLINE GAMES

Advertisement