Road to Number One: Haier tells its journey in the world of sports in Paris
Haier, the world’s number one brand in large household appliances, recalled its journey in the universe of global sports sponsorships, in one of the most iconic sporting stages: the Roland-Garros Stadium.
Haier involvement in sports marketing began in 2004, when it became title sponsor of an Australian basketball team, renaming it the Melbourne Haier Tigers, enhancing the principles of performance, innovation and global recognition that have always guided the brand. Since that first partnership, the Haier journey has never stopped. A journey that began more than 20 years ago and today sees tennis and the legendary clay courts of Paris as one of its most significant chapters.
Alongside major global sponsorships, in recent years Haier has chosen to distinguish itself with a sports marketing model that puts people and local communities at the centre. Not a one-size-fits-all approach, but a design that adapts to the sport passions of each country and market, creating authentic and lasting relationships.
“Sport has always been a universal language that brings people, cultures, and passions together. To Haier, each partnership is much more than an opportunity for visibility: it is a way to share our values of excellence, innovation, and closeness to people around the world,” says Neil Tunstall, CEO Haier Europe. “We are proud to be at Roland-Garros today, one of the most prestigious sports showcases globally, to tell our journey and renew our commitment to always be there for consumers, just as we do every day with our products and innovations. From design to integrated connected technology, every Haier solution is created to offer the best performance, design, and usability, with the goal of transforming every home, like every sports arena, into a rich experience.”
This philosophy reflects in the range of references, designed to meet the real needs of consumers, respecting cultural specificities and local habits. Whether it’s a washing machine designed for the care of traditional and delicate fabrics, or an air conditioner capable of functioning even during power surges, every detail is designed to improve the lives of everyone, everywhere in the world.
The goal is to build a global presence that does not impose itself but integrates into different cultural and social contexts, turning every initiative into an opportunity for sharing. A patchwork of stories, territories and people that makes Haier not only a leading brand, but a real life-companion, capable of speaking the language of communities and emotions.
Supporting Haier’s pioneering vision in the world of sports is also the analysis by Nielsen, the global leader in media, sports, and consumer data measurement and analytics. Nielsen Sports estimates that in Europe, sports sponsorships reached a record value of €23 billion in 2024, with over €450 million generated by tennis-related activities—one of the fastest-growing platforms, especially in key markets for Haier such as Italy, France, Germany, Spain, Poland, and the United Kingdom.
“Haier’s multi-tiered investment in tennis, from Roland-Garros to the ATP Finals and key tournaments across Europe, reflects not just a passion for sport, but a data-led strategy to grow brand equity on a global scale”. says Pierre-Emmanuel Davin, Managing Director Europe & Latam, Nielsen Sports. “Our insights show that tennis fans are highly engaged and 28% more likely to purchase consumer electronics than the general population in the next year, making this an ideal audience for Haier. With more than 100 million tennis fans across Europe alone, Roland-Garros offers the perfect stage to unveil the ‘Road to Number 1’ strategy, a bold, global vision that places sport at the heart of Haier’s brand narrative.”
According to Nielsen, tennis engages a fan base of 79 million people in Europe, made up of consumers with high spending power and a strong interest in consumer electronics. This audience proves particularly receptive to communication delivered through sports sponsorships, considered among the most effective channels for driving brand awareness, enhancing brand image, and positively influencing purchase intent. An opportunity that Haier has chosen to maximize through a multichannel activation strategy, designed to increase return on investment and transform every sports partnership into an authentic and engaging experience for consumers around the world.
Haier and sports: a 20-year long journey in excellence and performance
The Haier commitment to sports began in 2004 with a pioneering sponsorship of the Melbourne Tigers basketball team in Australia. This bold step was followed in 2006 by a strategic partnership with the NBA, which allowed Haier to introduce its high-definition televisions to the U.S. market. Over time, basketball became a powerful vehicle for building long-lasting connections with millions of consumers, helping North America emerge as the Group’s largest overseas market.
In 2008, Haier reached a new milestone as the Official White Goods Sponsor of the Beijing Olympics—one of the most prestigious global sporting stages. This success became a model for other Haier Group brands—Casarte, Candy, Hoover, GE Appliances, and Thunderobot—which would go on to activate sponsorships in a variety of disciplines such as Formula 1, rugby, e-sports, and marathons. Across all these initiatives, Haier has consistently positioned sport as a catalyst for social inclusion, well-being, and innovation.
Running events have allowed Haier to bring its “Smart Living” philosophy to life through community-based activations that promote health, unity, and sustainability. Flagship initiatives include the Haier Qingdao Marathon (since 2017), Haier Run Thailand (since 2022), and the Noida Monsoon Run in India (since 2023).
Cricket is more than a sport in South Asia—it’s a cultural force that unites generations. Haier has embraced this passion by supporting iconic teams like Peshawar Zalmi in the Pakistan Super League (since 2018) and the Gujarat Titans in the Indian T20 League (from 2025). These partnerships reflect Haier’s commitment to trust, performance, and technological innovation, using cricket as a bridge to connect with millions of fans in meaningful, locally relevant ways. Through the game, Haier strengthens its presence in key markets while sharing values that resonate deeply with its audiences.
In 2018, Haier made a decisive move that went far beyond branding. At a time when the Pakistan Hockey Federation was struggling financially, jeopardizing the national team’s participation in the Hockey World Cup, Haier stepped in to provide essential funding. This act of support wasn’t just a sponsorship—it was a statement of solidarity with athletes and fans whose hopes were hanging in the balance. Through this intervention, Haier helped revive a symbol of national pride, enabling the team to compete on the global stage. The initiative resonated deeply with local communities, reinforcing the brand’s commitment to values such as responsibility, inclusion, and closeness to people. It also served as a tangible example of Haier’s belief that sport can be a force for resilience and unity—even in the most challenging circumstances.
Haier has also explored the adrenaline-filled world of motorsports. One of its boldest activations is the Formula Haier Project, launched in 2019 in collaboration with Craft-Bamboo Racing, featuring a racecar powered by a Haier washing machine motor. Furthering this spirit of innovation and resilience, the brand participated in the Dakar Rally in 2021 and 2023, achieving over 19 million social media impressions and tripling its sales growth in Saudi Arabia compared to the market average.
Badminton, with more than 700 million global fans, has become a key platform for Haier to champion well-being, perseverance, and community engagement. As the Official Partner of the Badminton World Federation (BWF) in Southeast Asia from 2024 to 2025, Haier supports a series of major tournaments, using the sport as a vehicle to deliver authentic experiences that celebrate commitment and excellence.
In football, Haier journey began with the sponsorship of the Kickstart FC women’s team in India (2022–2024), providing vital resources and training for players from underprivileged backgrounds. Since then, the brand has expanded its reach through youth-focused partnerships with Moyne Villa SC in Ireland and Young Africans SC in Tanzania. In 2024, Haier entered the Spanish market through LaLiga, while in Morocco it launched its most recent high-profile initiative: becoming the sponsor of the Royal Moroccan Football Federation. Through this partnership, Haier aims to forge even deeper emotional ties with diverse segments of the local audience.
On the court with the Number Ones of tennis
Today, tennis represents one of the highest expressions of this global sports sponsorship strategy, all gathered together under the motto “Play with Number Ones.”
The deal between Haier, ATP Tour, and the French Tennis Federation (FFT), which began in 2023, includes, in addition to Roland Garros, the world’s biggest tournaments: the Australian Open, Mexican Open, Mutua Madrid Open, Hamburg Open, HSBC Championships, Terra Wortmann Open, Lexus Eastbourne Open, Plava Laguna Croatia Open Umag, China Open, European Open Antwerp, Rolex Paris Masters, and Nitto ATP Finals in Turin.
Through these partnerships, Haier benefits from significant visibility during major competitions, both courtside and in the cities where the tournament takes place. The brand seizes a unique opportunity to tell a global audience of fans not only about its most innovative solutions, but also about its concrete commitment to sustainability, inclusion and innovation. Indeed, with more than one billion fans worldwide, tennis represents an ideal mean for Haier to strengthen its connection with its audience. An approach in line with the Zero Distance to Consumer philosophy: by closely observing daily life at home, the brand designs smart, intuitive products that simplify routines and save time, allowing consumers to focus on what really matters.
Haier Europe aims to position itself among the top three home appliance brands in Europe and to become the point of reference for smart home solutions, increasingly connected and personalized. Supporting ATP Tour and FFT fits perfectly this strategy.
This sponsorship further strengthens Haier’s premium positioning, which aims to bring all generations together in the name of sports and its values. The tennis sponsorship has proven to be a strategic driver for Haier, boosting brand awareness, familiarity, and overall image across Europe—with an average uplift of 18 points in key brand attributes. It has also played a key role in strengthening relationships with top clients, generating qualitative engagement that led to new listings, portfolio expansion, and a positive impact on net sales value. Moreover, the initiative has supported market share growth and reinforced the brand’s premium positioning.
The collaboration with major international tennis events is not only limited to visibility but also translates into a strategic partnership designed to create shared value. Thanks to its global dimension, Haier helps spread the culture of tennis beyond traditional boundaries, inviting people around the world to experience the energy and excitement of this extraordinary sport as protagonists.
A contribution that also conquers social media and enters the field with the champions of the future thanks to the “Road to Number 1” project, which tells through videos with an authentic and unedited look, the path of young tennis players on their journey to the top of the sport. A web series created by Haier and made in collaboration with Tennis Legend, which helped make it unique, and directed by Max Gaggino, an award-winning director and former tennis coach, who follows each protagonist closely, taking viewers behind the scenes to reveal the challenges and passion of this exciting journey. The six-part documentary captures the daily lives of future Number 1s, highlighting the values that connect Haier’s philosophy with the mindset of true champions striving to achieve their dreams.
For Haier, implementing a sponsorship in the world of sport, with its tailor-made strategy, means involving every actor in the funnel, from retailer to end consumer, maximising the value of the partnership itself.
