SAJ has announced Australian tennis player Alex de Minaur as its new global brand ambassador. According to the company, the partnership is part of a strategy to expand its international presence and strengthen its position in priority markets such as Australia, Europe, and North America.
Australia's top male tennis player and a regular among the top ten players in the ATP (Association of Tennis Professionals) rankings, De Minaur was chosen, according to the company, for characteristics such as intensity, speed, endurance, and determination, associated with the "Relentless Energy" concept adopted by SAJ in its brand strategy.
The company also considers the international presence of tennis, especially in developed markets, as one of the factors that motivated the partnership.
“By associating the brand with sports and a local athlete like Alex, SAJ seeks to convey a clear message: we are not just a Chinese manufacturer competing on price; we are a company prepared to invest and build a long-term presence,” the company said.
During the partnership presentation event, De Minaur stated that, both on the court and in his personal life, he is driven by the principle of never giving up, never stopping, and continuing to move forward. According to SAJ, this message aligns with the "Relentless Energy" concept.
Canal expansion in Australia
In addition to choosing the new ambassador, the manufacturer reported that it has been expanding its operations with distribution channels, especially in Australia, where it currently maintains partnerships with three distributors.
One of them is OSW, cited by SAJ as one of the bases of its operation in the country. According to the company, the annual partnership between the companies already reaches 1 GWh.
The manufacturer also incorporated Supply Partners as a new strategic partner. Patrick Morrissey, CEO of the distributor, highlighted the competitiveness of the products, the stability of supply, and SAJ's manufacturing structure as factors considered relevant for a long-term relationship.
Another new partner announced is Tradezone, an Australian online distribution platform for electrical materials that accepts orders 24 hours a day, delivers throughout Australia, and serves a wide network of electricians and solar integrators.
Robert Kingston, General Manager of Tradezone, highlighted that the combination of SAJ's more than 20 years of technical experience with Tradezone's platform and distribution network expands the options available to Australian integrators.
Internationalization strategy
According to the manufacturer, the choice of De Minaur is part of a broader strategy to strengthen its position outside of China, combining commercial expansion with investments in products, distribution channels, and brand recognition.
In terms of products, SAJ highlights certifications such as CEC and UL 9540A, warranties of up to 15 years, and an intelligent energy management system based on artificial intelligence.
In the distribution sector, the company works in partnership with OSW, Supply Partners, and Tradezone, aiming to expand its presence with clients and integrators across various touchpoints in the Australian market.
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