Crowds are booming at the Australian Open, but Blair James, the millionaire co-founder of fast-growing local skincare brand Bondi Sands, has a problem.
James says he doesn’t closely follow the balance sheet in terms of return on investment — he looks at something more valuable. “Credibility is the first thing we looked at,” he says. “We are a new Australian sun care brand. There isn’t another event in Australia that gives you that credibility.”Lleyton Hewitt and Bondi Sands chief executive Blair James at the Bondi Sands event at the Australian Open.
The most lucrative sponsorship deal in Australian sport — bigger even than Toyota’s AFL deal — was with a brand most Australians have never heard of. The Chinese spirit Guojiao 1573 made by distiller Luzhou Laojiao, one of China’s largest producers of the country’s signature white spirit, baijiu. It even has a court named in its honour, the 1573 Arena, the old show court No. 2.
Inside the arenas, the back of the court is the premium sponsorship opportunity, and the most expensive. “It is in the TV frame for more than 82 per cent of the time,” one media executive explains.Rafael Nadal launching KIA’s latest car at the 2023 Australian Open.KIA invited 20 automotive journalists to the launch of EV6 GT on-site at the Australian Open, an event that was led by Nadal, who also launched the AO fleet in Federation Square.
“The goal is to enhance the fun and enjoyment of the sport which we call Marriott Bonvoy moments. Our members can log in and use the points they earn from the stays around the world to bid on these experiences.” The carrier spends $300 million on global sponsorships every year and not a dollar is wasted, said global head of corporate communications Boutros Boutros.
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