In the sporting world, the United States means the National Basketball Association, the World Series and the Super Bowl. France reminds people of the Tour de France and the French Open. Britain is famous for Wimbledon and the Premier League.

　　But when it comes to China, there is no world-renowned sporting event to serve as a calling card for the planet's most populous nation.

　　"Most great cities in those great countries have their famous sporting events. China, as a major country in the world both economically and socially, should have hers," said Lincoln Venancio, managing director of Media Serv, Tom Group Ltd.

　　The 41-year-old Brazilian, who boasts 17 years of experience in staging and commercializing major sporting events in Asia, is now hyping "the great event" for China - the China Open tennis tournament - by touting it as "the fifth Grand Slam."

　　Bold statement

　　"There are three objectives for the Open," said Venancia, the tournament director.

　　"First, it will become one of the five top tennis tournaments in the world. Second, it will be a premier sporting event in Asia. And third, the tournament will be a valuable asset for Beijing's 2008 Olympic Games."

　　The inaugural China Open will be staged in Beijing September 10-26, including men's and women's singles and doubles, junior and senior competitions. As one of the top ATP events, total prize money will be up to US$1 million.

　　China's capital and host city of the 2008 Olympic Games will be the venue of the Open for at least 10 years.

　　"With our experience and resources, this event will attract more than 400 international players, including the very best in the world," he said.

　　"Besides, the city of Beijing with brilliant history and unique culture is also appealing to players."

　　Last November, US Open champion Marat Safin and top Asian player Paradorn Srichaphan came to Beijing to promote the Open. They, along with former world No 1 Carlos Moya, have already confirmed their participation in the tournament.

　　The event is expected to attract 600,000 fans over the 17-day period, along with global media coverage.

　　"Sincerely speaking, it is a bold statement for us," said Venancia.

　　He said, as a brand new tennis event, China Open cannot be compared with the Grand Slams which already have more than 100 years of history.

　　"What we are trying to do is to lift it to a high level and turn it to become player's favourite tournament.

　　"But with strong support form the Beijing Municipal Government and the State General Administration for Sports, we are trying our best to achieve these targets, which are also good preparations for the Games."

　　A new Beijing Tennis Centre, being built by the local government specifically for this event, will be completed in July. It includes a 10,000-seat centre court and 12 side courts.

　　Big festival

　　The 17-day event, the longest tennis tournament staged in China, will bring not only top-level competition but also a festival-like atmosphere to tennis fans, said the director.

　　A large TV wall and scoreboards will be set up outside centre court. During the period, an opening ceremony and several tennis-related activities will be staged at the venue

　　"It will be a big party for fans," said Venancia. "We will invite world famous singers to the ceremony and ask popular tennis stars to sign autographs. We will also have an entertainment zone where people can play games or watch the performance."

　　Tickets will be launched in June due to the construction of the centre.

　　"The price will be affordable for all the fans and we will design different tickets to meet the needs of all groups." he said.

　　"The Open will heat up the tennis market in China and introduce the globally popular sport to more people."