Australian Open expands China strategy with 1 Point Slam China Series

Meanwhile, Chinese AI sports technology company PongBot has signed a multi-year agreement to become the Australian Open's official tennis ball machine partner and the official supplier of training machines for the Australian National Tennis Academy.

China has become the Australian Open's largest overseas audience, according to Campbell. At AO26, China delivered 126.5 million hours of views, including Opening Week and qualifying, making it the AO's No 1 overseas broadcast territory. Its social media accounts in China have amassed 6.5 million followers. During the 2026 tournament, it generated 2.15 billion social media impressions across its social platforms in the market.

Rather than relying solely on broadcast exposure, Tennis Australia increasingly works with partners on localized marketing campaigns designed specifically for Chinese consumers.

Campbell cited the amateur tennis tournament, AO China Challenge that the Australian Open has organized with Luzhou Laojiao since 2019 as an example of how local partnerships have helped extend the tournaments reach beyond major cities and deepen grassroots participation.

"The Australian Open stands for quality and excellence, and its audience is generally premium," Campbell said. "For brands that want to position themselves at the top of their category, the tournament provides a global platform."

Luckin Coffee, for example, has used Australian Open-themed limited-edition products to drive retail sales while hosting clients at tournament-related events to strengthen business relationships. The regional partnership has also expanded to Southeast Asia, one of Luckin's key overseas markets.

Campbell said China's importance extends far beyond the three weeks of competition in Melbourne each January. "We're investing in year-round events because that's where our partners see value. As Chinese brands expand internationally, we want to grow with them," he said.