The Association of Tennis Professionals (ATP), a governing body of men’s professional tennis circuits, has announced a partnership extension with the global leader in home appliances, Haier.
Following this extension, Haier will remain the official home appliances partner and gold partner of the ATP Tour through 2025.
In this deal, Haier will maintain its commitment to activating a global portfolio of partner tournaments through premium hospitality experiences, brand visibility, and fan interaction. In 2024 and 2025, the brand’s event portfolio will include the famous Nitto ATP Finals, Rolex Paris Masters, Mutua Madrid Open, Hamburg Open, Plava Laguna Croatia Open Umag, and the European Open (Antwerp).
The multinational home appliances company will also use the ATP Tour’s rapidly developing digital platforms to showcase its unique product range to tennis fans worldwide, a community of over one billion people.
Massimo Calvelli, ATP CEO, said, “We’re proud to extend our global partnership with Haier until 2025. Our partnership has brought the best out of our brands, with a shared commitment to excellence, innovation and storytelling across the ATP Tour. We’re excited to continue this journey together.”
Haier successfully promoted its brand through the “Play with the Number Ones” campaign in 2023, highlighting the connection with tennis. TV commercials for the campaign were shown worldwide on out-of-home displays, in addition to major broadcasters and digital platforms.
Gianpiero Morbello, Head of Brand Strategy & IoT Haier Europe, said, “We are thrilled to join the most prominent institutions in the world of tennis. The renewal and development of these agreements represent 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.”