The Australian Open has announced Haier as the Official TV and Appliance Partner of the Australian Open and Summer of Tennis events.
The partnership was marked with a signing ceremony in Melbourne yesterday, 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 — one of the world’s premier sporting events — to highlight its cutting-edge smart home innovations. The partnership aims to deliver immersive fan experiences by integrating advanced technologies in home appliances, including kitchen, laundry, and climate control systems, with the excitement of world-class tennis.
“We are delighted to welcome Haier as an official partner of the Australian Open,” Tennis Australia Chief Commercial Officer Cedric Cornelis said. “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.”
“This partnership with the Australian Open marks a critical step in our globalisation efforts, showcasing our commitment to sports and innovation,” Senior Vice President of Haier Group and Chairman and CEO of Haier Smart Home Li Huagang, said.
“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.”
The Australian Open spirit of innovation also aligns with Haier’s brand position, “More Creation, More Possibilities.” Guided by four decades of innovation, Haier is committed to delivering a better living experience, with smart appliances designed to save time, preserve freshness, and simplify chores.
During the Australian Open, Haier will introduce unique brand experiences through both online and on-site activations, reflecting its commitment to leadership in the home appliance industry.
Haier also looks forward to supporting grass-roots tennis clubs across Australia as part of the push to get more people playing tennis.