TV and appliance company Haier has become a sponsoring partner of the Australian Open set to begin next January and last until 2027.
Announced during a ceremony in Melbourne, Haier will focus on collaborating with Australian Open officials to bring forth some of its smart home innovations, enhancing the fan experience through 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, while also supporting grassroots tennis clubs across Australia as part of its inclusivity initiative.
Craig Tiley, CEO of Tennis Australia, shared: “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.”
The partnership with Tennis Australia further strengthens Haier’s global sports marketing efforts, expanding its influence and enhancing its position and visibility by becoming a partner of one of tennis’ four major competitions.
Li Huagang, SVP of Haier Group, added: “This partnership with the Australian Open marks a critical step in our globalization 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.”
The Australian Open is set to take place from Melbourne Park, starting 12 January running until 26 January 2025 for the final.
Most recently, record ten-time Australian Open winner Novak Djokovic announced that long-time rival and friend Andy Murray will be his coach for the grand slam next January.
