ATP & Haier Announce Global Partnership

Haier, the number one brand globally in major appliances, has today become the Official Home Appliances Partner and Gold Partner of the ATP Tour.

This partnership will provide a premium platform for Haier to promote its latest innovations and sustainability focus to tennis fans – a community numbering more than one billion globally. This aligns with Haier’s Zero Distance strategy, which aims to bring the brand closer to audiences attracted to outstanding performance, tailor-made, smart and ecosystem experiences.

Haier will receive on-court, in-arena and on-site visibility at a portfolio of top ATP Tour events: the Nitto ATP Finals, Internazionali BNL d’Italia, Rolex Paris Masters, Barcelona Open Banc Sabadell, Cinch Championships (London Queen’s Club) and Hamburg European Open in 2023. Haier will also benefit from world-class corporate hospitality experiences and exposure on ATP Tour’s digital channels.

This marks the latest major sponsorship for Haier, following a recently announced deal with Roland-Garros, in partnership with the French Tennis Federation (FFT). It directly supports the company’s global growth strategy, building on its position as the first consumer choice for smart solutions.

Daniele Sanò, ATP Chief Business Officer, said: “We’re excited to announce our partnership with Haier, a leading company that shares our commitment to excellence and innovation. Together, we look forward to bringing new experiences to our fans and showcasing the reach and versatility of the ATP Tour’s global platform.”

“We are excited to enter the world of tennis, characterised by passion, ambition and desire to grow, features that also distinguish Haier and that have made it the number one brand globally in major appliances,” said Yannick Fierling, CEO, Haier Europe. “I am sure that Haier’s corporate philosophy will fit perfectly with the values promoted by tennis, and the competitive spirit of the world’s best players. Our partnership will also support the tournaments’ move into a new technological dimension while retaining what makes them strong: commitment, tradition and performance”.

High-end activations will be revealed over the course of the season, as Haier focuses on providing smart-life experiences to fans.