Haier has announced its renewal of its strategic partnership with the ATP Tour and the French Tennis Federation (FFT) until 2025, along with the addition of the Mutua Madrid Open to the next two years.
For 2024 and 2025, Haier will partner with events including Roland-Garros, the Nitto ATP Finals and two ATP Masters 1000 events: Rolex Paris Masters and Mutua Madrid Open. As well as this, Two ATP 500 tournaments, Hamburg Open and China Open, and two ATP 250 tournaments, Plava Laguna Croatia Open Umag and the European Open (Antwerp) complete Haier events portfolio in tennis.
“We are thrilled to join the most prominent institutions in the world of tennis,” commented Gianpiero Morbello, Head of Brand Strategy & IoT of Haier Europe.
“The renewal and development of these agreements represents another step towards consolidating the brand, not only as a global leader but also as a constant pioneer in the realms of connectivity and innovation. Taking to the court and playing as true number ones means continuing to pursue excellence, setting ever more competitive standards to provide consumers with exceptional products and IoT solutions that help every family improve their lives.”
The brand will enjoy premium hospitality and on-court brand exposure at each tournament and will conduct engaging activations in fan villages dedicated to spectators.
“We’re proud to extend our global partnership with Haier, until 2025,” said Massimo Calvelli, ATP CEO. “Our partnership has brought the best out of our brands, with a shared commitment to excellence, innovation, and storytelling across the ATP Tour. We are excited to continue this journey together.”
Gilles Moretton, President of the FFT, declared, “We are delighted to continue the partnership with Haier, a world-renowned and leading brand, and keep them within Roland-Garros sponsors family. This collaboration ties in perfectly with the FFT’s strategy of teaming up with ever more innovative brands.”
