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Haier renews strategic partnership with ATP Tour and Roland-Garros

We are pleased to announce that our Haier brand renewed its global partnership with the prestigious ATP Tour and the French Tennis Federation (FFT) until 2025. Haier will continue as the Official Home Appliances Partner and Gold Partner of the ATP Tour in 2024 and 2025.

‌Following the outstanding results in terms of perception and brand awareness achieved in 2023, Haier continues its journey towards global brand affirmation, emphasizing its position as a leading global major appliance brand. 

Jean Pascal Rey, Chief Commercial Officer, Haier Europe, Cheng Chuanling, Haier Smart Home Marketing General Manager and Vice General Manager China, and Arnaud Delaplace, Partnership Director at FFT 

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 the brand’s event portfolio. 

We are thrilled to join the most prominent institutions in the world of tennis,comments 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.” 

The renewal will see Haier continue to activate a global portfolio of partner tournaments via premium hospitality experiences, brand exposure and fan engagement. Haier will also leverage the ATP Tour’s fast-growing digital platforms to promote its innovative product suite to tennis fans, a community numbering more than one billion globally. 

“We’re proud to extend our global partnership with Haier, until 2025,” said Massimo Calvelli, ATP CEO. “Our partnership has brought the best out of our brands, with a shared commitment to excellence, innovation, and storytelling across the ATP Tour. We’re excited to continue this journey together.” 

In parallel, Haier has extended its support of Roland-Garros through partnership with the French Tennis Federation (FFT). 

Gilles Moretton, president of the FFT, declared, “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.” 

‌In 2023, Haier launched a successful marketing campaign titled ‘Play with the Number Ones’, emphasizing the brand’s connection with tennis. The campaign featured TV commercials aired on major broadcasters, digital platforms, and out-of-home displays globally. 

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