The major home appliance brand Haier recently became an official partner of top tennis tournaments around the world. 

Haier made a sponsorship agreement with ATP Tour and the French Tennis Federation (FFT), including prestigious tournaments such as the Grand Slam tournament Roland Garros, the Nitto ATP Finals, two ATP Masters 1000 tournaments (Internazionali BNL d’Italia and Rolex Paris Masters) and three ATP 500 tournaments (Barcelona Open Banc Sabadell, Cinch Championship and Hamburg European Open) in 2023.

The partnership is part of the company’s wider globalisation strategy, with the brand receiving on-court, in-arena and on-site visibility at events, combined with extensive digital visibility, providing an opportunity for the brand to promote the latest innovations and sustainability focus.

“We are excited to enter the world of tennis, characterised by passion, ambition and desire to grow, features that also distinguish Haier and that have made it the number one brand globally in major appliances,” said Yannick Fierling, CEO at Haier Europe.

“I am sure that Haier Europe’s corporate philosophy will fit perfectly with the values promoted by tennis, and the competitive spirit of the world’s best players. Our partnership will also support the tournaments move into a new technological dimension while retaining what makes them strong: commitment, tradition and performance”. 

Tennis is recognised as the fourth most followed sport in the world, with reportedly over one billion global fans. The company said this new partnership falls in line with its Zero Distance philosophy, with the brand aiming to get closer to its target audiences.

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