Summer after summer, at the court or sitting at home watching on the TV, you become accustomed to the sponsors of the Australian Open.

However, there was a new sponsor in 2019, and it’s been around ever since and is back in 2025.  

What the blinkin’ hell is 1573, you’ve been asking?

Back in October 2018, tournament officials announced one of the biggest sponsorship deals in the Australian Open’s history, with Chinese Baijiu distillery Luzhou Laojiao becoming an associate sponsor of the tournament.

The original five-year deal has since been extended for a further five, taking them through to 2027.

It is one of three associate partners for this year’s event.

MORE: Australian Open LIVE – Schedule, results, scores

Luzhou Laojiao have their own court at Melbourne Park, with Show Court 2 officially renamed to ‘1573 Arena’ in 2019. 1573 logos are also prominent in signage around Court 3 as well. 

An uncovered court, 1573 Arena is one of the most popular sports to watch tennis at Melbourne Park and has some great views over the city. 

Considering the Australian Open is also billed as the Grand Slam of Asia/Pacific, it’s no surprise another major Asian brand wanted to buy into the biggest sporting event being held in the world right now.

But why 1573? 

Simple. The history of the distillery dates back to 1573 in the Ming dynasty, making it one of the oldest Chinese liquors still in production.

At a function in Shanghai in October 2018, Tennis Australia’s chief revenue officer Richard Heaselgrave said the deal with Luzhou Laojiao was “one of the largest deals that Tennis Australia has ever negotiated” – but refused to disclose the value of the deal.

Reports suggested Tennis Australia officials were confident it was indeed the biggest sponsorship signing an Australian sporting body has confirmed with a Chinese business.

That’s saying something. Before the 2018 tournament, a new five-year contract – reportedly worth more than AU$85 million – was announced with Kia.

According to a report by The Australian, the partnership with Luzhou Laojiao is the second phase of a long-term strategy Tennis Australia has in China.

Tennis Australia also hopes to bring more visitors from China to the tournament.