Chinese brand Hisense has joined an elite group of sponsors with the announcement earlier today that it has become the official sponsor of the Australian Tennis Open which in the past has been sponsored by Ford, Kia and Panasonic.
The company which has been growing itsTV and appliance offerings in Australia at the expense of other Chinese brands, Changhong and TCL has also announced that it will also sponsor the Australian Open Series tournaments and the Brisbane International and Apia International Sydney.
The multimillion dollar sponsorship program will kick off with the Australian Open the first of the four Grand Slam tennis events for 2014.
Hisense which has recently launched a 4K TV offering in Australia will also supply broadcasters with their display screens.
The company which also sponsors Hisense Arena in Melbourne and the Cronulla Sharks in the NRL League has had a presence in Australia since 2006. It claims that big brand sponsorship is “important” in growing its brand in Australia.
Along with the robust list of Australian Open sponsors, Hisense has organised a Family Fun activation area on Grand Slam Oval, which will be revealed at www.facebook.com/hisenseau at the start of 2014.
A number of giveaways will also take place through Hisense’s Facebook page from now until the start of Australian Open 2014.
“This a fantastic step the company is taking to increase awareness of the Hisense brand, it’s simply a culmination of our ongoing strategy,” said Andre Iannuzzi, head of marketing, Hisense Australia. “We are directly aligning ourselves with a great Australian pastime that’s been played in Hisense Arena for years.”
“Tennis Australia is thrilled to welcome Hisense as an official sponsor of the Australian Open,” said Craig Tiley, CEO of Tennis Australia and Tournament Director of the Australian Open.
“Each year Hisense Arena plays host to some of the world’s top tennis players competing at the Australian Open, and we are very excited to see Hisense extend its association with the event.
“In 2014 Hisense will be the official supplier of all television and refrigeration appliances, testament to the outstanding quality of Hisense products befitting a world class sporting event.”
