The Australian Open, one of the four main grand slams, has announced a new multi-year sponsorship agreement with the home appliance giant, Haier.
Haier serves up a winning partnership with the Australian Open and Summer of Tennis events. Get ready for immersive fan experiences by integrating advanced technologies in home appliances with the excitement of world-class tennis.#AusOpen #PlayWithTheNumberOnes pic.twitter.com/5v6h9IgMce
— Haier India (@IndiaHaier) November 26, 2024
In the deal, which will run until 2027, Haier will concentrate on working with Australian Open authorities to showcase some of its smart home technologies, improving the fan experience with household appliances including kitchen, laundry and climate control systems.
In addition to sponsoring grassroots tennis clubs around Australia as part of its inclusion drive, Haier will provide distinctive brand experiences at the Australian Open through both online and on-site activations.
Craig Tiley, CEO of Tennis Australia, said, “We are delighted to welcome Haier as an official partner of the Australian Open. Haier’s dedication to innovation and quality aligns perfectly with the values of our sport and events. This collaboration will not only elevate the fan experience but also introduce cutting-edge technology that adds a fresh and dynamic dimension to the summer of tennis.”
By becoming a partner of one of tennis’ four main events, Haier’s global sports marketing activities are strengthened even more, increasing its impact and exposure.
Li Huagang, SVP of Haier Group, said, “This partnership with the Australian Open marks a critical step in our globalization efforts, showcasing our commitment to sports and innovation. The Australian Open, as one of the four Grand Slam tournaments, aligns perfectly with Haier’s commitment to bring consumers worldwide more creations and possibilities, as well as groundbreaking smart home solutions.”
The Australian Open will be held in Melbourne Park, beginning on January 12 and running until January 26, 2025 for the final.