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Chinese White Goods Giant Haier Extends ATP Deal
Chinese white goods giant Haier has renewed its deal with the ATP, the governing authority of the men’s professional tennis circuit.
Following this renewal, Haier will remain the official home appliances partner and gold partner of the ATP Tour through 2025. Under the deal, Haier is poised to activate a global portfolio of partner tournaments through premium hospitality experiences, brand visibility, and fan engagement.
Haier will also leverage on the ATP Tour’s digital platforms to showcase its unique product range to tennis fans worldwide, a community of over one billion people.
Apart from such exposure, Haier would also promote its brand through similar tennis themed campaigns like its successful “Play with the Number Ones” campaign in 2023.
According to ASN data, Haier (13.7%, slightly over US$11.1m) is the 2nd highest spender for its category in the Asian sponsorship market since Q221. It is also tipped to hit almost US$4.7m, about 3.6x the average quarterly spend of almost US$1.3m during this time period. Apart from backing Pakistan Super League T20 franchise Peshawar Zalmi in deal worth over US$4.1m, its other significant sporting related deals are in tennis, particularly Roland Garros (US$1m) and Paris Open (US$500k).
