Haier has renewed its strategic partnership with the prestigious ATP Tour and the French Tennis Federation (FFT) until 2025, along with the addition of the Mutua Madrid Open to the next two years sponsorship calendar. Following the outstanding results in terms of perception and brand awareness achieved in 2023, Haier continues its journey towards global brand affirmation, emphasising its position as a leader and innovator.
Elegance, precision, and incredible performances are the qualities sought by tennis fans, numbering over 1 billion worldwide. These characteristics have made the Haier role as Official Partner a natural fit, as the brand has always been a creator of extraordinary experiences and ecosystems tailored to each desire.
For 2024 and 2025, Haier will partner with top tier events including Roland-Garros, the Nitto ATP Finals and two ATP Masters 1000 events: Rolex Paris Masters and Mutua Madrid Open. Two ATP 500 tournaments, Hamburg Open and China Open, and two ATP 250 tournaments, Plava Laguna Croatia Open Umag and the European Open (Antwerp) complete Haier events portfolio in tennis.
“We are thrilled to join the most prominent institutions in the world of tennis,” said Gianpiero Morbello, head of brand strategy & IoT of Haier Europe. “The renewal and development of these agreements represents 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.”
Gilles Moretton, president of the FFT, added: “We are delighted to continue the partnership with Haier, a world-renowned and leading brand, and keep them within Roland-Garros sponsors family. This collaboration ties in perfectly with the FFT’s strategy of teaming up with ever more innovative brands.”
The brand will enjoy premium hospitality and on-court brand exposure at each tournament and will conduct engaging activations in fan villages dedicated to spectators. All activities are part of the successful campaign initiated in 2023, “Play with the Number Ones,” a guarantee for all those who choose Haier for the most important court: their own home.
