The Australian Open (AO), one of the world's most prestigious tennis tournaments, is seeking to tap into the huge tennis market opportunities in China, which is rising in the global tennis arena. As Chinese athletes achieve success on the global stage, the wave of tennis enthusiasm is sweeping the country. The AO is working to expand its fan base in China, hoping to attract more tennis enthusiasts to Melbourne for next year's tournament. "China has been growing in terms of its fandom for the Australian Open and tennis participation generally, so we really supported that. We have a local team in China that produces year-round content, which makes the AO even more relevant to a Chinese audience," said Roddy Campbell, Director of Partnerships and International Business of Tennis Australia. As tennis culture flourishes in China, it's also fostering the growth of tennis-related businesses. "Chinese people have now moved from focusing on basic survival needs to a higher level of quality of life. With the per capita GDP exceeding 10,000 U.S. dollars, more people are paying attention to their health and well-being," said Yang Honghai, Chief Operating Officer of Kia China, official sponsor of the AO. The tennis boom extends beyond the sport itself; it's also about the expanding industry around it. Industry data shows that the Chinese tennis market is expected to exceed 5 billion U.S. dollars in 2024, with an annual growth rate of 11 percent, approaching 9 billion dollars by the end of the decade. As the only Grand Slam tournament hosted in the Asia-Pacific region, the AO values the Chinese market more than ever. "There is lots of exciting news. We have new parts of the precinct like the kids area, like new restaurants, and lots of new features of the AO that we are here to share. We also have a new merchandise range specifically for the Chinese market, which we are launching today," said Campbell.
Australian Open looking to tap into China's massive tennis market opportunities
