Haier and Roland-Garros: A strong trio for top performance and innovation!

Haier and Roland-Garros: A strong trio for top performance and innovation!

The strategic partnership of Haier with the prestigious Roland Garros tournament has proven to be a significant commitment to excellence and sustainability this year. Haier celebrates his third year of collaboration with Roland-Garros, which started in 2023, while the tournament is in the final phase and stands for intensity and elegance. According to OTS Innovation and resilience, which are anchored both on the tennis court and within the Haier brand.

The tournament itself requires finesse, endurance and resilience, qualities, which Haier has also embodied since its foundation in 1990. The Chinese electrical device manufacturer has successfully established itself in Europe over the years and has gained financial independence in 2015. Haier pursues a 3-in-1 strategy that includes local research and development, production and marketing in Europe. Despite a market share of less than 5 % in the area of ​​air conditioning, Haier offers intelligent solutions and plans to further increase brand awareness in Europe.

extended partnership with the ATP Tour

In addition to cooperation with Roland-Garros, Haier has renewed his global partnership with the ATP Tour and the French Tennisföderation (FFT) by 2025, as haier Europe . Haier thus remains an official partner for household appliances and gold partners of the ATP Tour for the years 2024 and 2025. The partnership aims to increase brand perception and have to make it visible at significant tennis events - including the Nitto ATP Finals and the Rolex Paris Masters.

Massimo Calvelli, CEO of the ATP, was positive about the cooperation and their contribution to excellence and innovation in tennis. The focus on emotional commitment and addressing a passionate audience are decisive aspects of the partnership. By using digital platforms of the ATP Tour, Haier will also have the opportunity to apply its products in a targeted manner and to achieve even more sports fans worldwide.

sustainability and social responsibility

In accordance with his commitment to a healthy lifestyle and social responsibility, Haier presented sustainable technologies at Roland-Garros through a special pop-up experience. In order to underline the commitment to the community, the "Haier Fans Cup" was also launched in collaboration with Open Stade Français. Haier France also received the gold certification for "Great onboarding".

Sportsponsoring in this form has proven to be valuable marketing investment that builds brands more visible and builds emotional bonds into consumers. According to Sportfive , sponsorship of top events such as Roland-Garros not only offers increased visibility, but also the opportunity to support local communities. This sustainable commitment is increasingly considered necessary in order to stand out in the competitive market.