MUMBAI: It’s going for the grand slam. Chinese household appliance brand Haier has come on board as the official TV and appliance partner of one of the four Grand Slam tennis tournaments – the Austrailan Open - and the summer of tennis in Australia. The latter includes the United Cup, Brisbane International, Canberra International Adelaide International and the Hobart International and commences 27 December.
The deal was signed with Tennis Australia late last month and is for the next three years. . The partnership aims to deliver immersive fan experiences by integrating advanced technologies in home appliances, including kitchen, laundry, and climate control systems, with the excitement of world-class tennis. It goes beyond traditional sponsorship, focusing on delivering immersive fan experiences and showcasing how Haier’s advanced kitchen, laundry, and climate control appliances integrate seamlessly into modern living, offering both convenience and sophistication.
With over one billion tennis fans globally, the sport epitomises elegance, precision, and high performance—values deeply embedded in Haier’s philosophy. The Australian Open spirit of innovation also aligns with Haier’s brand position, “More Creation, More Possibilities.” Guided by four decades of innovation, Haier is committed to delivering a better living experience, with smart appliances designed to save time, preserve freshness, and simplify chores. These shared qualities make Haier’s role as the official partner of the Australian Open a natural fit, underscoring its dedication to creating exceptional experiences through innovative design and meticulous attention to detail.
“This partnership with the Australian Open marks a critical step in our globalisation efforts, showcasing our commitment to sports and innovation,” senior vice president of Haier Group and chairman & CEO of Haier Smart Home Li Huagang, had said at the time of the signing of the sponsorship. “The Australian Open, as one of the four Grand Slam tournaments, aligns perfectly with Haier’s commitment to bring consumers worldwide more creations and possibilities, as well as groundbreaking smart home solutions.”
Haier Appliances India president NS Satish said, "We are thrilled to partner with the Australian Open, one of the most iconic sporting events in the world. This collaboration represents a significant milestone in our globalisation journey, reflecting Haier’s commitment to connecting with consumers who appreciate sophisticated design, premium experiences, and exceptional performance globally."
During the tournament, Haier will engage fans through dynamic on-site and online activations, creating memorable experiences that celebrate the passion of tennis reflecting its commitment to leadership in the home appliance industry. Beyond the court, Haier’s support for grassroots tennis clubs reflects its commitment to inspiring communities, nurturing future champions, and promoting active lifestyles.
