The Australian Open (AO) kicked off its 2027 China campaign in Beijing on Monday, aiming to engage fans through localized digital content, live events, retail and designation of Chinese cultural ambassadors.
Tennis Australia, the national governing body that owns, manages and organizes the Australian Open, said its long-term investment is paying off, with China now one of the tournament's largest international markets.
"We're very focused, particularly in [on] China. It's one of our biggest markets. We've had a team on the ground here for over a decade. And whilst the three weeks in January is definitely the pinnacle that captures the attention of Chinese fans, we've made year on year progress in that brand love and developing meaning. There's content year round in various channels. There's a range of events we do. There's a retail range specific for China. So we've really focused year on year in [on] developing multiple touch points," said Roddy Campbell, director of partnerships and international business at Tennis Australia, during an interview with China Global Television Network (CGTN) in Beijing on Monday.
At Monday's event, Tennis Australia announced expanded partnerships with Chinese companies, deepened cooperation with the China Open, and launched the 1 Point Slam in China for the first time. The AO 1 Point Slam China Series, a five-city competition in one-point knock-out format, will send one Chinese winner to compete in the global 1 Point Slam final during the 2027 Australian Open in Melbourne for a chance to win one million Australian dollars (about 650,000 U.S. dollars).
A 1 Point Slam celebrity exhibition match took place during Monday's launch event.
"We've brought celebrities from China that are not anything to do with tennis, but have a big cultural relevance and following here. We've tried to attach them to our event whether that is working with them on events like we're doing here in Beijing or actually bringing them over to the AO. So that is probably a big unlock for us like having the story of the AO told by these icons of China [which] has been really effective for us," said Campbell.
Australian Open launches 2027 China campaign in Beijing
