Haier has entered the world of tennis as the Official Partner of some of the world’s top tournaments starting with the European swing of clay and grass court events.
The sponsorship agreement between Haier, the ATP Tour, and the French Tennis Federation (FFT) includes the prestigious Grand Slam tournament Roland Garros, the showpiece end of season Nitto ATP Finals and two ATP Masters 1000 tournaments (Internazionali BNL d’Italia in Rome and The Rolex Paris Masters) along with three iconic ATP 500 tournaments starting with the Barcelona Open Banc Sabadell.
Completing the set will include the very historic Cinch Championships held in London at the wonderful Queens Club and The European Open in Hamburg.
The Haier Brand will have brand presence on-court and on-site at the events, providing an opportunity to promote the latest innovations and sustainability focus to global tennis fans. Haier will also receive fantastic exposure via the ATP Tour’s digital channels.
This is another major partnership for Haier under the brand’s globalisation strategy and within the sport area.
The partnership with ATP Tour and FFT is fully in line with the company’s growth strategy as Haier Europe aims to become among the top three players in the industry and be the first consumer choice for smart solutions. All eyes will be on this part of the tennis calendar as the top players descend on Europe and with more than 1 billion fans globally, this partnership reflects the company’s Zero Distance philosophy, which aims to get even closer to its target audience, highly consistent with the tennis fanbase in the world. Through the power of tennis, the Haier Brand is getting closer to customers attracted by outstanding performance, tailor-made, smart and ecosystem experiences. Tennis represents focus, integrity, enterprising spirit, innovation, and fashion, a series of attributes which match the Haier vision and philosophy.
With this sponsorship, Haier is further reaffirming itself as a premium brand and strengthening its equity, with the aim of becoming the brand that reconnects all generations to the power of tennis. It is another clear strategic commitment to the Haier brand in the UK. And it gives a huge platform to display the Connected Home message to consumers. The cooperation between Haier and top tennis events is, in fact, not limited to advertising, it also includes mutual recognition and support in concept for a win-win strategy. Thanks to Haier’s global regional layout, the tennis culture can break through the limitations of individual sports scenes, enter a broader life scene, encourage global users to feel and experience the spirit of tennis, and actively participate in it.
“We are super excited to enter the world of tennis, characterised by the 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”.
The company’s investment in the world of sport is a strategic development opportunity for Haier globally, and partnering with ATP Tour and FFT for the first time is in line with Haier’s internationalisation strategy to consolidate its presence in Europe, offering all tennis enthusiasts the authentic experience of smart and connected appliances. Over the course of the tennis season, high profile brand activations will be revealed during each competition as Haier focuses on providing the best and most connected life experiences for users.
