HOME appliances brand Haier – whose UK headquarters are in Warrington – has entered the world of tennis as the official partner of some of the world’s top tournaments.
The sponsorship agreement between Haier, the ATP Tour, and the French Tennis Federation (FFT) includes the prestigious Grand Slam tournament Roland Garros, the showpiece end-of-season Nitto ATP Finals and two ATP Masters 1000 tournaments (Internazionali BNL d’Italia in Rome and The Rolex Paris Masters) along with three iconic ATP 500 tournaments starting with the Barcelona Open Banc Sabadell.
Completing the set are the historic Cinch Championships held in London at the Queens Club and The European Open in Hamburg.
The Haier brand will have brand presence on-court and on-site at the events, providing an opportunity to promote the latest innovations and sustainability focus to global tennis fans. Haier will also receive exposure via the ATP Tour’s digital channels.
This is another major partnership for Haier under the brand’s globalisation strategy and within sport.
Yannick Fierling, chief executive at Haier Europe said: “We are super excited to enter the world of tennis, characterised by the passion, ambition and desire to grow,
features that also distinguish Haier and that have made it the number one brand globally in major appliances.
“I am sure that Haier Europe’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”.
