October 17: Alongside the Chinese media platform iQiyi, the Australian Open has embraced one more Chinese partner – Ganten.
Having signed a partnership deal in Shanghai on October 16, the Chinese mineral water brand becomes the global partner for the premium tennis tournament, making Ganten the first ever Chinese food and drink brand chosen by the Australian Open as their partner.
Under this partnership, Genten will have the right to expose their logo in the courts and the global television coverage of the Australian Open. Their deal will be valid from 2018 to 2022.
However, according to the Chinese news website jiemian.com, it is not the first time for the two sides to work together – at the Australian Open 2016, Ganten’s logo was featured on the backdrops which were presented in the interviews of Chinese players.
Since 2015, Ganten has appeared in 4 tennis tournaments such as the China Open and the Shanghai Masters, acting as their official drinking water partners. However, tennis is not the only target for Ganten’s sports marketing strategy.
This summer, Ganten scored a partnership with the Serie A outfit Juventus, becoming the club’s global top sponsor from July 1, 2017, for 3 seasons. Ganten has also sponsored events covering badminton, basketball and volleyball.
Proofread by Raymond Fitzpatrick