Chinese White Goods Giant Haier Banks On Tennis Deals 

Chinese multinational home appliance and consumer electronics, Haier, is backing the French Tennis Federation and the ATP tour. 

In a deal with the FFT, Haier has been named the official partner the Roland Garros, one of the sport’s four grand slam events. 

Haier also has a similar arrangement  for the Nitto ATP Finals, two ATP Masters 1000 tournaments and three ATP 500 tournaments through its partnership with the ATP Tour and the FFT in 2023.

Under the deal, the Chinese brand is poised to have significant  on-court, in-arena, and on-site presence at events, to educate tennis fans about its newest advancements and sustainability efforts. Additionally, Haier will also be promoted on the ATP Tour’s online platforms.

The tennis sponsorship deals will be key cog of Haier’s European plans to be among the top three companies for the sector and a top choice for smart solutions among consumers, the relationship with ATP Tour and FFT is completely consistent with the company’s growth strategy.

Daniele Sano, 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.”

Yannick Fierling, CEO, Haier Europe, commented, “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. 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.”

This collaboration supports Haier’s internationalisation strategy by giving tennis fans everywhere an authentic, smart and connected appliance experience.

As Haier focuses on giving customers the greatest and most connected life experiences possible, high-end activations will be presented during the course of the season during each competition.

According to ASN data, Haier is the 3^rd largest player (11.9%, slightly over US$10.1m) for its category since Q320, however, its recent spends across Asia have been hit by a spate of withdrawals, which include the likes of the China National Women’s volleyball team, Asia Cup (cricket) and Chongqing International Half Marathon. With a focus on international sporting events like Roland Garros, we might see the Chinese consumer electronics spends take a slight dip in the Asian market.