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Shanghai 2019 will be bigger than ever with Festival of Australia, a new joint initiative between Austrade, the Australian Football League and the Port Adelaide Football Club, to be launched ahead of the upcoming AFL premiership game.

Visiting ten cities over two weeks, Festival of Australia will stretch from Tianjin to Shenzhen and finish in Shanghai on Sunday 2nd June, where Port Adelaide will take on St Kilda at the Shanghai 2019 AFL premiership match at Adelaide Arena, Jiangwan Stadium.

Both Festival of Australia and Shanghai 2019 will include a significant number of events and activities for Australian businesses, and be reinforced by a comprehensive digital marketing strategy to reach consumers, buyers and potential investors in all corners of China.

Austrade is coordinating the Festival in partnership with industry, including Wine Australia, Meat & Livestock Australia, Dairy Australia, Hort Innovation, the Department of Foreign Affairs and Trade, Tourism Australia, State Governments, Australia-China Chambers of Commerce and the AFL.

The Federal Government has also committed to financially supporting the annual China AFL game for a period of three years, to ensure it continues to grow as an important platform between Australia and China.

This is a significant development and an indication of the esteem in which both the Australian and Chinese governments hold the annual fixture as an event of growing importance in the Australia-China relationship.

Shanghai 2019 will provide the opportunity to promote Australian brands to an in-stadium audience of over 12,000 people, a prominent proportion of which will be from the Shanghainese business community. The game will also be broadcasted to an audience that is larger than the AFL Grand Final, with an estimated 5M viewers across Shanghai and Guangzhou as well as a significant Australian audience expected to tune in.

The Australian Made, Australian Grown logo will feature prominently as part of the branding for the festivities, with licensees invited to take part.

For more information, please visit or contact Damien Smith, Partnership Manager on 0431 966 500 or

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Festival of Australia kicking off Shanghai 2019

Festival of Australia kicking off Shanghai 2019


Thursday, April 04, 2019


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