Haier and the Nitto ATP Finals: a winning partnership
From 10ᵗʰ to 17ᵗʰ November 2024, Haier is confirmed as Gold Partner of the Nitto ATP Finals in Turin. The world’s Number 1 brand in large household appliances is once again distinguished by elegance, precision and innovation – characteristics that well align with the values of professional tennis.
During the event, Haier will flank the world’s top 8 tennis players and doubles pairs, strengthening its global presence and increasing brand awareness. The collaboration with Ana Ivanović, former Number 1 on the WTA circuit and Global Brand Ambassador, adds a further touch of prestige to Haier’s participation.
An exclusive experience for tennis fans
In the Fan Village and dedicated lounge, Haier will offer visitors a unique experience through its Wine Lovers Journey. This tour includes a tasting of wines from the historic Tuscan family winery of Marchesi Antinori, conserved in Haier wine coolers that guarantee perfect temperature management. With the hOn app, users can discover just how Haier’s connected ecosystem optimises wine storage and quality.
A partnership with Asti DOCG further enriches the experience with a customised Haier bottle, exalting the exclusive tastings in the lounge. This event celebrates the union between Haier’s advanced technology and Italian wine excellence, offering unforgettable moments to visitors.
Speed Serve and Air-Washing Experience – protagonists in Piazza Solferino
In the heart of Turin, Haier has set up two unmissable activities for the public. In the central Piazza Solferino, fans will be able to challenge the force of their tennis serve at the Speed Serve Stand and compare their results with those of Ana Ivanović thanks to a professional speedometer.
But it’s not just sport – Haier also presents the Air-Washing Experience, a true sensory journey that lets you discover the advanced technology of the X Series 11 washing machines and dryers. Thanks to the Ultra Fresh Air function, clothes remain fresh and fragrant for up to 12 hours after washing, demonstrating the excellence of Haier products.
Sustainability and recycling with the Esobox project
Throughout the tournament, Haier will be promoting the importance of sustainability through the Esobox project. Special boxes for the collection of sports shoes, both in Piazza Solferino and in Euronics Dimo stores, will allow people to contribute to the circular economy. The collected footwear will be recycled to create new flooring for playgrounds and athletic tracks, underscoring Haier’s commitment to the environment and local communities.
Since June 2024, Haier Europe has collaborated with Ecological Services Outsourcing (ESO), a Benefit Society promoting recycling and reuse, to support long-term sustainability projects.
A multi-channel campaign to reach all fans
Haier’s presence at the Nitto ATP Finals is not limited to the courts. The brand has also launched a multi-channel communication campaign to boost brand awareness and present its innovative product lines.
The “Play with the Number Ones” ad will be broadcast on Sky and RAI channels during the matches, featuring champions such as Ana Ivanović. The communication strategy even includes branded content on the Sky platform, billboards at strategic points around Turin and digital campaigns for Gazzetta.it, Meta and influencer marketing.
Ready to head to the court?
With its participation in the Nitto ATP Finals 2024, Haier once again demonstrates its commitment to excellence and innovation, offering exclusive experiences and promoting sustainable projects. This is a not-to-be-missed event for all tennis and technology enthusiasts who will be able to discover the latest products from the leading brand in the household appliances sector.
