Haier serves up innovation at Roland-Garros with new brand ambassador

Roland-Garros will also mark the debut of Haier's new international tennis ambassador, Ana Ivanovic.

The home appliance giant, Haier has secured a major sponsorship coup, becoming an official partner of the prestigious French Open tennis tournament, Roland-Garros.

This clay-court Grand Slam attracts millions of viewers worldwide and provides Haier with a prime platform to showcase its brand.

The tournament will also mark the debut of Haier’s new international tennis ambassador, Ana Ivanovic. A former world No. 1 player, Ivanovic’s impressive career includes a Roland-Garros title in 2008. Her presence as a brand ambassador will boost Haier’s memorability, relevance, and audience engagement throughout the competition.

Haier’s brand activation extends beyond traditional sponsorship. Visitors to the brand’s stand in the Roland-Garros Fan Village will be treated with a unique experience. Here, they can immerse themselves in the tournament atmosphere, interact with Haier’s cutting-edge home appliance solutions, and participate in fun, sports-themed activities.

Haier’s commitment goes beyond physical presence. A comprehensive 360° campaign will see the brand take centre stage online with a dedicated social media campaign and digital initiatives. In Paris, eye-catching advertisements will grace the Pont du Beaugrenelle bridge and dominate metro stations, further solidifying Haier’s brand presence.

This partnership extends beyond Roland Garros, encompassing a strategic alliance with the ATP Tour. This grants Haier increased brand visibility at various European clay and grass court events throughout the season, culminating at the prestigious year-end Nitto ATP Finals. Additionally, Haier will be a partner for several high-profile tournaments like the Mutua Madrid Open and Rolex Paris Masters. The ATP 500 Hamburg Open and two ATP 250 tournaments (Playa Laguna Croatia Open Umag and the European Open) round out Haier’s comprehensive tennis sponsorship portfolio.

Haier is a leading global home appliance and consumer electronics brand. Founded in 1984 and headquartered in Qingdao, China, the company has been the number one global major appliances brand for an impressive 15 consecutive years. The manufacturer is best known for its refrigerators, washing machines, and air conditioners, but its product range also includes TVs, microwaves, and even mobile phones.

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