Haier, the Chinese multinational home appliance and consumer electronics firm, has partnered up with the French Tennis Federation (FFT) and the ATP Tour.
In a deal with the FFT, Haier has been named the official partner of one of the sport’s four ‘grand slam’ events, Roland Garros.
Haier has also acquired the same designation for the Nitto ATP Finals, two ATP Masters 1000 tournaments and three ATP 500 tournaments in its partnership with the ATP Tour and the FFT in 2023.
Haier will have on-court, in-arena, and on-site presence at events, to educate tennis fans about its newest advancements and sustainability efforts. Additionally, Haier will be promoted on the ATP Tour’s online platforms.
As Haier Europe strives to rank among the top three companies in the sector and be the top choice for smart solutions among consumers, the relationship with ATP Tour and FFT is completely consistent with the company’s growth strategy.
This collaboration highlights the company’s Zero Distance philosophy, which seeks to get even closer to its target audience and is extremely congruent with the tennis fanbase around the world. Tennis is the fourth most popular sport in the world, with more than a billion fans worldwide.
With this sponsorship, Haier is enhancing its equity and further reinforcing its position as a premium brand with the goal of being the brand that reintroduces tennis to all generations.
Daniele Sanò, ATP Chief Business Officer, said, “We’re excited to announce our partnership with Haier, a leading company that shares our commitment to excellence and innovation. Together, we look forward to bringing new experiences to our fans and showcasing the reach and versatility of the ATP Tour’s global platform.”
Yannick Fierling, CEO, Haier Europe, commented, “We are excited to enter the world of tennis, characterised by passion, ambition and desire to grow, features that also distinguish Haier and that have made it the number one brand globally in major appliances. I am sure that Haier’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.”
This collaboration supports Haier’s internationalisation strategy by giving tennis fans everywhere an authentic, smart and connected appliance experience.
As Haier focuses on giving customers the greatest and most connected life experiences possible, high-end activations will be presented during the course of the season during each competition.