Australian Open strikes Ganten and iQiyi deals

Chinese beverage retailer sponsors tennis tournament; digital video platform renews.

by Elena Holmes

Australian Open strikes Ganten and iQiyi deals

Chinese food and drink retailer Ganten has announced a partnership with Tennis Australia to sponsor the Australian Open, while digital video platform iQiyi is to renew its match-streaming agreement with the sport’s governing body.

Ganten’s water brand, Ganten Natural Mineral Water, is to become a global partner of the year’s opening Grand Slam. As part of the deal, Ganten will enjoy on-court branding at the Melbourne event from 2018 until 2022.

The financial terms of the agreement have not been disclosed.

Ganten sponsored the 2016 Shanghai Masters and the 2017 China Open as the tournaments’ official drinking water partner.

The company has also partnered with the Chinese Basketball Association (CBA) as well as the Chinese Super League (CSL), and announced a three-year partnership with Italian Serie A soccer side Juventus in July.

Meanwhile, iQiyi will partner with Tennis Australia until 2021.

The Chinese digital video platform is to broadcast a number of Tennis Australia tournaments in the Asia-Pacific region, including the next four editions of the Australian Open, the Hopman Cup, the Brisbane International tournament, the World Tennis Challenge, and the Australian Open Wildcard.

Additionally, iQiyi will be able to feature official Australian Open merchandise on its online shopping site.

The Beijing-based company is also to become the official partner of the Kids Tennis Day at the Grand Slam tournament, a youth campaign promoting the sport.

First partnering with Tennis Australia in 2013, iQiyi has sports sponsorship agreements with several tennis governing bodies, including with the ATP Tour and the Women’s Tennis Association (WTA), to stream their tournament and championship matches.

The 106th edition of the Australian Open is due to start on 15th January, when Switzerland’s Roger Federer will look to defend his men’s singles title. The women’s singles champion, Serena Williams, will hope to return to defend her title after giving birth to her first child in September.