The Australian Open tennis tournament has named Luckin Coffee as its Official Coffee Partner in China and Southeast Asia.
As part of the multi-year agreement, Luckin Coffee's logo will be shown online and on television during the 2024 event.
Tennis Australia chief commercial officer Cedric Cornelis stated: “We’re delighted to partner with Luckin Coffee – one of Asia’s dominant and fastest growing coffee retailers.
“Partnering with Luckin is an important and exciting next step in executing our strategy to expand the Australian Open’s presence in China and Asia more broadly, where tennis continues to grow rapidly in popularity.
“Both Luckin Coffee and the Australian Open embrace premium playfulness in our brands, making us a great fit.”
The partnership entails the launch of co-branded products at Luckin Coffee's network of 13,000 stores across 300 cities in China, as well as its new locations in Singapore.
Luckin Coffee will conduct giveaways throughout the competition.
Luckin Coffee's expansion into Singapore marks a significant step in the company's growth strategy, building on its strong presence in the Chinese market.
The association with the Australian Open is expected to enhance the brand's visibility and appeal to a broader audience.
The official coffee partnership with the Australian Open aligns with Luckin Coffee's ambition to connect with sports enthusiasts and coffee lovers alike.
The strategic move will strengthen the company's market position in the region and introduce its offerings to a new segment of consumers.
Luckin Coffee co-founder and chief growth officer Yang Fei said: “The sport of tennis is associated with a healthy lifestyle and represents elegance and expertise, which is well aligned with the brand of Luckin Coffee.
“As one of the largest coffee chain brands in China, the partnership between Luckin Coffee and the Australian Open will bring great synergy as both are leading brands representing healthy, high-quality lifestyles, and will help to promote our coffee to the world.”
