Haier meets tennis champions at the Nitto ATP Finals
From November 10 to 17, Haier will again play a leading role in the grand finale of the tennis season as a Gold Partner of the Nitto ATP Finals in Turin. With its excellence, elegance, and precision, Haier will accompany the top eight singles players and the best doubles teams throughout the Turin week, joined by Haier’s Global Brand Ambassador, former world No. 1 Ana Ivanović.
“The partnership with the most prestigious tournaments on the tennis calendar has proven truly successful over the past two years,” says Antony Peart, Head of Brand at, Haier Europe. “The attributes that make us number one in our industry are the same that describe a true champion. This collaboration is also strategically significant: it aims to expand our global brand presence and increase its recognition, engaging different generations united by a passion for quality and innovation. Tennis, a sport with one of the largest fan bases worldwide, is defined by commitment, ambition, and the pursuit of perfection — qualities that are also present in all our product lines.”
Haier brand will enjoy premium visibility on the court, inside the Inalpi Arena, and in the heart of Turin. In addition to prominent posters in strategic locations like Porta Nuova and Porta Susa stations, the brand has created tailored experiences for all event and city guests. In the Fan Village and the lounge arena there will be much to celebrate, Haier has chosen its connected wine ecosystem to delight guests. The Wine Lovers Journey is a customizable experience that begins with high-performance, premium-style solutions, enhanced by the hOn app — the digital platform managing all Haier Group appliances — and completed with design accessories that elevate every tasting. Highlighting the importance of perfect home wine storage and the temperature control technologies of Haier’s wine coolers, two selections from the historic Tuscan family winery Marchesi Antinori will be showcased in exclusive tastings. In addition, thanks to an exclusive collaboration with Asti DOCG, a special bespoke bottle will be made for the brand, which will also star in an exclusive lounge tasting.
In the lively Piazza Solferino, which will welcome thousands of fans from around the world, Haier will set up the “Speed Serve”, a booth where attendees can test their serve speed with a professional radar and compare it to that of Ana Ivanović. After refining their tennis skills, guests can enjoy the “Air Washing Experience,” a refreshing experience in the pop-up set up on nearby Via Bruno Buozzi. A sensory journey between advanced washer technology and the benefits of the X Series 11 range dryer, which, thanks to the Ultra Fresh Air feature, keeps clothes fresh and fragrant for up to 12 hours after the end of the wash cycle.
These booths will also host EsoBoxes for collecting sports shoes, a project that promotes the importance of recycling and activities that support environmental sustainability and communities. Since this June, Haier Europe has been joining the projects promoted by ESO – Ecological Services Outsourcing, a Benefit Corporation that operates in waste management – to encourage and support circular economy and the culture of recycling and reuse. In these Esoboxes, and in those located in six Euronics Dimo stores for four weeks from the start of the tournament, it will be possible to leave old sports shoes, which will become reusable raw material for new environmentally sustainable projects and initiatives with the creation of sports and playground flooring.
The connection between the tennis world and Haier is now a classic. Haier’s style accompanies that of top players and, with a perfect serve, reaches its target audience: consumers who value design lines, customization, and high performance.
