Business Opportunities Sparked by Tennis Boom in China
This year could mark the beginning of a new era for tennis in China. In the wake of the thrill generated by the Paris Olympics, tennis is witnessing a revival in the country. As a sport that transcends regions and cultures, tennis is gaining traction in local markets and increasing its impact in China.
TroibNews 
This year could mark the beginning of a new era for tennis in China.
After the excitement surrounding the Paris Olympics, tennis is witnessing a revival in China. A sport that bridges regions and cultures, tennis is making significant strides in local markets and expanding its presence in this eastern nation.
iiMedia Research reports that the number of people playing tennis in China is expected to reach 23.81 million by 2024, with projections indicating it will exceed 30 million by 2029. This year, the size of China's tennis industry is anticipated to reach 36.75 billion yuan, with an annual compound growth rate of 11 percent forecasted, pushing the total to 62.49 billion yuan by 2029.
Chinese female tennis players have gained notable recognition in international professional competitions in recent years, enhancing their marketability at home. Brands that sponsor these athletes are capitalizing on their popularity to enter the growing Chinese market.
In an exclusive interview with CN, Cedric Cornelis, chief commercial officer of Tennis Australia, pointed out that China is entering its own "golden age" for tennis. The Australian Open, recognized as one of the four Grand Slam tournaments, is preparing to celebrate its 120th edition in 2025, and is poised to benefit from this growth.
**Chinese Storm**
As the opening Grand Slam of the calendar year, the Australian Open has consistently shown an innovative spirit. The event has become a popular platform for Chinese athletes, who have made significant strides there. In women's singles, China's Zheng Qinwen, fresh off her gold medal win in Paris, is aiming for a strong comeback. Meanwhile, on the men’s side, players Zhang Zhizhen and Shang Juncheng are gearing up to create excitement, setting the stage for an unprecedented "Chinese storm" at Melbourne Park.
The 2025 Australian Open will evolve into a three-week carnival event. At the launch press conference for the event, Cornelis noted that the program will run continuously from January 6 to January 26, delivering thrilling tennis action.
"We will enrich the opening week with AO Qualifying, daily Open Practice sessions, four exhibitions, charity matches featuring top players, and Kids Tennis Day on January 11, all designed to offer fans an even more immersive experience," said Cornelis.
**Sports for Fun**
According to Cornelis, the Australian Open continues to redefine the spectator experience.
"For the 2025 edition, a new vibrant precinct called 'TOPCOURT' will be introduced, combining live music and DJs, a public Padel Court, and a host of the latest gaming setups – creating a trendy hotspot and setting a new standard for Grand Slam events."
"Fan favorites such as the CourtSide Bar, AO Live and The Village will also return, ensuring that the fan experience remains at the heart of the tournament by blending sports and entertainment," he shared with CN.
With data showing the 2024 Australian Open achieved a record attendance of 1.1 million spectators, expectations are high for the 2025 event to surpass that number. The state of Victoria, where the tournament is held, remains a prime destination for Chinese tourists, making this an opportune moment to welcome fans from China.
Domestic Chinese audiences are not just drawn to the matches; they are increasingly embracing the lifestyle that tennis promotes. Engaging in the sport, mastering its strategies, purchasing related merchandise, and participating in tennis-centered social events are all part of a burgeoning trend.
**Tennis Lifestyle**
Chinese fans are enthusiastically embracing tennis, blending passion for the sport with lifestyle enhancements and commercial growth. Products associated with tennis, like the racket and shoes used by Zheng Qinwen, are trending online, with rising interest among various tennis-related brands.
Even those who aren’t hardcore tennis fans are willing to invest more in professional gear, event tickets, live streaming, and tennis-themed social activities. Since July 2024, searches for "tennis" on Chinese e-commerce platform Meituan have surged over 60 percent year-on-year. Additionally, demand for tennis trial classes and training has soared, with group-buy orders increasing by 172 percent. On Tmall, the demand for tennis skirts has surged 260 percent year-on-year, and sales rose by 160 percent during China's mid-year 618 shopping event.
To capitalize on this growing enthusiasm, the Australian Open will launch a new retail store in China, with platforms like Tmall, Douyin, and Xiaohongshu offering official merchandise.
Slowly, international sports organizations are recognizing the potential and economic power of the Chinese market, aligning their global strategies with brand promotion in China to nurture deeper engagement.
Rohan Mehta contributed to this report for TROIB News
After the excitement surrounding the Paris Olympics, tennis is witnessing a revival in China. A sport that bridges regions and cultures, tennis is making significant strides in local markets and expanding its presence in this eastern nation.
iiMedia Research reports that the number of people playing tennis in China is expected to reach 23.81 million by 2024, with projections indicating it will exceed 30 million by 2029. This year, the size of China's tennis industry is anticipated to reach 36.75 billion yuan, with an annual compound growth rate of 11 percent forecasted, pushing the total to 62.49 billion yuan by 2029.
Chinese female tennis players have gained notable recognition in international professional competitions in recent years, enhancing their marketability at home. Brands that sponsor these athletes are capitalizing on their popularity to enter the growing Chinese market.
In an exclusive interview with CN, Cedric Cornelis, chief commercial officer of Tennis Australia, pointed out that China is entering its own "golden age" for tennis. The Australian Open, recognized as one of the four Grand Slam tournaments, is preparing to celebrate its 120th edition in 2025, and is poised to benefit from this growth.
**Chinese Storm**
As the opening Grand Slam of the calendar year, the Australian Open has consistently shown an innovative spirit. The event has become a popular platform for Chinese athletes, who have made significant strides there. In women's singles, China's Zheng Qinwen, fresh off her gold medal win in Paris, is aiming for a strong comeback. Meanwhile, on the men’s side, players Zhang Zhizhen and Shang Juncheng are gearing up to create excitement, setting the stage for an unprecedented "Chinese storm" at Melbourne Park.
The 2025 Australian Open will evolve into a three-week carnival event. At the launch press conference for the event, Cornelis noted that the program will run continuously from January 6 to January 26, delivering thrilling tennis action.
"We will enrich the opening week with AO Qualifying, daily Open Practice sessions, four exhibitions, charity matches featuring top players, and Kids Tennis Day on January 11, all designed to offer fans an even more immersive experience," said Cornelis.
**Sports for Fun**
According to Cornelis, the Australian Open continues to redefine the spectator experience.
"For the 2025 edition, a new vibrant precinct called 'TOPCOURT' will be introduced, combining live music and DJs, a public Padel Court, and a host of the latest gaming setups – creating a trendy hotspot and setting a new standard for Grand Slam events."
"Fan favorites such as the CourtSide Bar, AO Live and The Village will also return, ensuring that the fan experience remains at the heart of the tournament by blending sports and entertainment," he shared with CN.
With data showing the 2024 Australian Open achieved a record attendance of 1.1 million spectators, expectations are high for the 2025 event to surpass that number. The state of Victoria, where the tournament is held, remains a prime destination for Chinese tourists, making this an opportune moment to welcome fans from China.
Domestic Chinese audiences are not just drawn to the matches; they are increasingly embracing the lifestyle that tennis promotes. Engaging in the sport, mastering its strategies, purchasing related merchandise, and participating in tennis-centered social events are all part of a burgeoning trend.
**Tennis Lifestyle**
Chinese fans are enthusiastically embracing tennis, blending passion for the sport with lifestyle enhancements and commercial growth. Products associated with tennis, like the racket and shoes used by Zheng Qinwen, are trending online, with rising interest among various tennis-related brands.
Even those who aren’t hardcore tennis fans are willing to invest more in professional gear, event tickets, live streaming, and tennis-themed social activities. Since July 2024, searches for "tennis" on Chinese e-commerce platform Meituan have surged over 60 percent year-on-year. Additionally, demand for tennis trial classes and training has soared, with group-buy orders increasing by 172 percent. On Tmall, the demand for tennis skirts has surged 260 percent year-on-year, and sales rose by 160 percent during China's mid-year 618 shopping event.
To capitalize on this growing enthusiasm, the Australian Open will launch a new retail store in China, with platforms like Tmall, Douyin, and Xiaohongshu offering official merchandise.
Slowly, international sports organizations are recognizing the potential and economic power of the Chinese market, aligning their global strategies with brand promotion in China to nurture deeper engagement.
Rohan Mehta contributed to this report for TROIB News
