Haier has been named the official TV and appliance partner of the Australian Open and Summer of Tennis events at an announcement ceremony in Melbourne, underscoring Haier’s global commitment to sports and enhancing quality of life worldwide.
Over the next three years, Haier will collaborate with the Australian Open to highlight its smart home innovations and deliver immersive fan experiences by integrating advanced technologies in home appliances, including kitchen, laundry, and climate control systems.
During the Australian Open, Haier will introduce unique brand experiences through both online and on-site activations. Haier will also support grass-roots tennis clubs across Australia to get more people playing tennis, with more details to be announced soon.
Haier Group senior vice president and Haier Smart Home chairman and CEO, Li Huagang commented on the alliance: “This partnership with the Australian Open marks a critical step in our globalisation efforts, showcasing our commitment to sports and innovation. 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.”
Tennis Australia CEO, Craig Tiley shared his enthusiasm for the new partnership: “We are delighted to welcome Haier as an official partner of the Australian Open. Haier’s dedication to innovation and quality aligns perfectly with the values of our sport and events. This collaboration will not only elevate the fan experience but also introduce cutting-edge technology that adds a fresh and dynamic dimension to the summer of tennis.”
Haier’s brand slogan, ‘More Creation, More Possibilities’, aligns with the Australian Open’s spirit of innovation and ‘Game Changer’ brand strategy. Guided by four decades of innovation, Haier is committed to delivering a better living experience with smart appliances that are designed to save time, preserve freshness, and simplify chores.
Feature image: Roddy Campbell (Tennis Australia), Cedric Cornelis (Tennis Australia), Storm Hunter (Australian player and former world number one in Doubles), Li Huagang (Haier Group & Haier Smart Home) & Fabio Valente (Fisher & Paykel Australia).