3 minutes

Haier presents Ana Ivanović as the new Global Brand Ambassador

Haier, number one brand globally in major home appliances*, continues its journey towards global brand affirmation, emphasizing its position as a leader and innovator, announcing another amazing partnership: Ana Ivanović, former world No. 1 tennis player, as the new Global Brand Ambassador.

Following the outstanding results in terms of perception and brand awareness achieved in 2023, Haier has confirmed sponsorships of the most prestigious tennis tournaments worldwide for 2024 and 2025 and is now pleased to announce Ana as a special ambassador.

Elegance, precision, and incredible performance are the qualities of the sport’s greatest champions, and it was these characteristics that made Ana Ivanović the perfect choice for the role of Haier’s Brand Ambassador. She knows what it takes to be number one: total dedication, continuous commitment and striving for perfection in every detail.

“I am very excited to be partnering with Haier, a company that is not only aligned with my values, but also fits perfectly with my lifestyle” – comments Ana Ivanović, former world No. 1 tennis player. “As a former professional athlete and now mother of three, I value things that can assist me in my daily life. Haier provides the most suitable connected solutions that combine innovation and design. The brand gives me the advantage I am looking for when it comes to stylish home appliances.”

Being number one is an attitude, on the court and in life. Being number one means pursuing clear objectives with a vision oriented towards the highest attention to detail. Extraordinary performances are the result of a journey that begins with resources, study, and passion, and they represent the culmination of years of total dedication. This has been Ana’s path, first on the court and now in daily life. This is what Haier offers to its customers: a constant evolution to design solutions and a unique connected ecosystem, shaped according to the philosophy of zero distance to the consumer.

“We are thrilled to have Ana with us on this journey” – comments Gianpiero Morbello, Head of Brand Strategy & IoT at Haier Europe -. “Choosing an athlete represents a strategic choice for us: with her winning attitude she embodies the brand values and makes Haier even more relevant in the world of tennis. Ana is now a real number one on social networks too, and this will allow us to speak to her huge community and strengthen the connection with tennis fans”.

Ana will be the face of Haier for the duration of the partnership with the tennis world, contributing to the brand memorability, relevance, and audience engagement. She will be involved in live and digital activities, to tell the shared values of Haier with this sport by giving a new perspective to the brand storytelling.

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. An ATP 500 tournament, Hamburg Open, and two ATP 250 tournaments, Plava Laguna Croatia Open Umag and the European Open (Antwerp) complete Haier events portfolio in tennis.

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