Panasonic’s new doubles partner, the Australian Open

By Patrick Avenell

SYDNEY, NSW: Panasonic Australia has signed on as the official TV, camera and air conditioning sponsor of Tennis Australia, organisers of the Australian Open Grand Slam event. This is a 3-year deal, beginning January 2010.

Tennis experiences very strong popularity in Australia during the summer months, with matches in the Australian Open regularly rating very highly. In addition, Panasonic will be associated with the Medibank International in Sydney, which is the traditional warm-up event to the Grand Slam held in Melbourne.

Central to this arrangement is the promotion of three key Panasonic ranges: its Lumix cameras, Viera TVs and inverter air conditioning system.

“We are thrilled to sponsor Tennis Australia as the official TV and camera and air conditioning partner, and be associated with one of world’s most prestigious sporting events, the Australian Open,” said Panasonic Australia MD Steve Rust.

“The game of tennis has a large, passionate following in Australia, and at the elite level the game enjoys both huge match attendance as well as large television and radio audiences,”

Panasonic is also involved in the sponsorship of rugby union and AFL, so tennis gives the supplier a foothold in the summer months to partner its winter commitments.

Happy about this commitment is Tennis Australia CEO Steve Wood.

“We are excited to have Panasonic committing to what will be an enduring and successful relationship,” Wood said.

“Panasonic is a leader in its field and we believe the brand offers a natural fit for the Australian Open and the Australian Open Series events.

“Their sponsorship will provide an enormous contribution to the game of Tennis and I look forward to working closely with Panasonic Australia in the future.”

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