The Australian Open and Luzhou Laojiao, the Official Baijiu Partner, have announced a five-year extension to their partnership.

The move is set to further boost Luzhou Laojiao's global exposure and brand engagement, particularly through the Australian Open's 'Winning Moments' series and the 1573 Arena.

Luzhou Laojiao has been an associate level partner of the Australian Open since 2019, according to Tennis Australia Chief Commercial Officer, Cedric Cornelis. The partnership has been marked by shared values of history, heritage, culture, and innovation.

"Our shared values of history, heritage, culture and innovation have been celebrated between the Australian Open and Luzhou Laojiao in the past five years of partnership and will continue to be the core of our partnership going forward," he stated.

The partnership has also seen the Luzhou Laojiao Guaojiao 1573 AO China Challenge take place across China over the past five years. This event has welcomed nearly 10,000 amateur tennis players since 2019, with winners given the opportunity to compete at the 1573 Arena at Melbourne Park.

In a new development, the Australian Open Asia Pacific Wildcard Play-off will return to China in 2024, this time in Chengdu. Luzhou Laojiao is also an official partner of this event, further solidifying its ties with the tennis world.

Mr Wang Hongbo, Vice General Manager of Luzhou Laojiao Co, expressed optimism about the extended partnership.

"We look forward to the new phase of the partnership with the Australian Open for the next five years. The collaboration between Luzhou Laojiao and the Australian Open will once again enhance the international influence of both parties," he said.

The Australian Open 2024, supported by major partners including Kia, Emirates, Luzhou Laojiao, and Rolex, is scheduled to take place at Melbourne Park from 14-28 January 2024.