Haier brings innovation to tennis tournaments! The strategic partnership with the ATP Tour and Stade Roland-Garros has been renewed, along with a new agreement with the Mutua Madrid Open.
Haier, a global leader in the large appliance industry, announces the renewal of its strategic partnership with world tennis giants, ATP Tour and the French Tennis Federation (FFT), extending until 2025. This also includes an exciting new collaboration with the Mutua Madrid Open, joining Haier at world-renowned tennis events and underlining its vision to bring exceptional connected living experiences at a global scale.
Roland-Garros, Mutua Madrid Open andNitto ATP Finals: the partnership between Haier and tennis
In 2024 and 2025, Haier is set on elevating its commitment to the world of tennis with a series of prestigious partnerships that include some of the most renowned tournaments globally. The agreement encompasses the legendary Roland-Garros Grand Slam, the exciting Nitto ATP Finals, two ATP Masters 1000 highlights – the Rolex Paris Masters and the Mutua Madrid Open – along with two ATP 500 tournaments, the Hamburg Open and two ATP 250 events, the Plava Laguna Croatia Open Umag and the European Open.
The world of professional tennis, known for its excellence, precision and dedication, deeply reflects Haier’s core values. The recent announcement of the renewal of the partnerships underlines Haier’s commitment to promoting these qualities through the world of sport. This alliance between champions, both on the court and in appliance innovation, highlights Haier’s aspiration to excel and push beyond traditional limits, just as world-class tennis athletes do.
“For us, taking to the court and playing as real number ones means continuing the pursuit of excellence, setting new and more competitive standards to provide consumers with exceptional products and IoT solutions that help every family improve their lives.” – Gianpiero Morbello, Head of Brand Strategy & IoT Haier Europe
Haier on the court: when tennis meets innovation
The brand will enjoy premium hospitality and privileged on-court exposure at every tournament and shall create immersive activations in fan villages dedicated to spectators, inviting them on a journey that goes beyond court-side cheering. These initiatives are at the heart of the “Play with the Number Ones” campaign, successfully launched in 2023, which reflects the brand’s commitment to accompanying its customers in the most important “court” of all: their home.
Adopting a “zero distance to consumer” philosophy, Haier is committed to understanding and anticipating its customers’ needs, designing connected home ecosystems that enhance everyday life in ever-new and surprising ways. This approach is based on attention to detail and a constant commitment to the pursuit of excellence, values that reflect the dedication and extraordinary performance of world tennis champions.
The promise of continuous evolution is a testament to our dedication to improving not only our products but also the lives of the people who use them, rendering every home a more connected, intuitive and welcoming place.
