Bank of Beijing and auto producer Hyundai officially joined hands with the 2009 Snooker China Open after announcing their sponsorship of the World Snooker ranking event today (Sunday). The tournament will be known as the Bank of Beijing 2009 World Snooker China Open. It’s one of the major international tournaments to be held in China’s capital city, after the Beijing Olympic Games last August, and will provide the best service for players, media and VIP guests. Thanks to the sport’s huge popularity in China, this year’s event, starting on Monday at Beijing Student University Stadium, has attracted a large number of sponsors and is set to draw strong crowds. The star-studded competition features 40 of the world’s best snooker players, including local star Ding Junhui, World Champion Ronnie O’Sullivan and defending champion Stephen Maguire. “Support from sponsors like Bank of Beijing and Hyundai will boost the sport’s development in China,” says Zhang Xiaoning, director of China Multi-ball Administrative Centre. “The China Open has had years of experience in marketing and it offers the best platform to encourage our teenage snooker players. As a non-Olympic sport, snooker still boasts huge potential for development.” Sun Kanglin, director of the Beijing Sports Bureau, is pleased that the tournament helps promote the city’s image internationally. “We pay extra attention to how to provide the best service after the Beijing Games,” Sun says. “A tournament’s good reputation will definitely lift the city’s image. The China Open has played an important role in promoting the city and will continue to make contributions as a traditional tournament.” As a consistent supporter of the tournament, the Beijing State-owned Assets Management Co ltd shows the confidence to make it a great success. “As a leading company in Beijing, it’s our commitment to develop the sports industry,” says Li Aiqing, president of the company. “Also as a state-owned company, we are responsible for helping to promote the city in various ways. We are also very confident of making the event a real success.” Since the Beijing Olympic Games, more companies have been aware of the advantages of marketing through sports. Representatives from Bank of Beijing and Hyundai also expressed their ideas behind the sponsorship. “Successful marketing through co-operation with sports will lift our brand,” they say. “Snooker is seen as a ‘gentleman’s sport’ and it matches our brand image. We believe it’s a win-win co-operation.” Other major sponsors like China Charity, Star and Sina.com also echoed their willingness to continue their co-operation with the China Open.