The Hisense Arena in Melbourne promotes the Qingdao based company’s brand in Australia. One of the major consumer electronics brands from China, Hisense bought the naming rights for the multi-purpose arena in 2008. Hisense Arena is part of the Melbourne & Olympic Parks and one of the venues for the Australian Open, one of the world’s four Grand Slam tennis tournaments. Hisense, known in Chinese as Hai Xin (海信), is one of Qingdao’s top 5 consumer brands. The multinational firm’s diversified portfolio also includes a luxury shopping mall in Shinan district located between Jusco and Marina City.
More info on the arena from the Hisense Arena website:
A world class entertainment venue, Hisense Arena holds an eclectic range of music concerts, family orientated performances, dance parties and in 2008, the Melbourne Comedy Festival Gala.
Venue features include:
• Fully retractable roof – 10 minutes to close
• Dynamic seating configurations (raise-able, retractable, and removable – raising the seats exposes the world class cycling velodrome)
• A larger floor area than Rod Laver Arena
• Steeper seating rake (angle) allows patrons at the very top to feel like they’re right in the action
• Corporate suites and function rooms
In 2008 every seat was sold for the Australian Open, a tournament that broke a number of attendance records. Later the same year, the Prime Minister’s Olympic Dinner was one of the more spectacular events in the venue’s history. Cycling is a regular feature, events such as the enduring Austral Wheelrace held at Hisense Arena between 2001-10, and the new Revolution format proving popular with spectators. In 2010 Hisense Arena hosted the UCI World Track championship.
Another major Australian marketing promotion for Hisense is the sponsorship of the rugby team Cronulla Sharks, supported by Hisense since 2010. One of the major Chinese brands spreading across the world, Hisense is headquartered in Qingdao on Donghai Road.