Haier Partners with Australian Open for Enhanced Fan Experience

Haier, a worldwide leader in home appliances, has officially formed a partnership with the Australian Open for the seasons of 2025 to 2027. This collaboration represents a significant advancement in the company's ongoing sports marketing strategy. The announcement was made at a ceremony in Melbourne and underscores Haier’s dedication to enhancing consumer experiences by incorporating innovative smart home technology into one of the most revered tennis events in the world.

This three-year partnership with the Australian Open, one of the four Grand Slam events in tennis, aims to present Haier's state-of-the-art home appliances—which include kitchen, laundry, and climate control systems—while improving the fan experience through engaging technological advancements.

Li Huagang, Senior Vice President of Haier Group and CEO of Haier Smart Home, highlighted the significance of this strategic alliance, pointing out that it perfectly aligns with Haier’s international goals and commitment to innovation. “This partnership with the Australian Open is not merely a milestone for our brand, but also a chance to demonstrate Haier’s dedication to improving the quality of life around the world through smart home solutions,” Huagang stated.

According to Tennis Australia CEO Craig Tiley, this partnership represents a thrilling progression in the experience offered to fans. "Haier's emphasis on quality and innovation aligns perfectly with the Australian Open, and this collaboration is set to introduce a fresh dimension to our events. With their technological expertise, Haier will enhance the fan experience significantly, both in person and online," Tiley remarked.

Through this partnership, Haier plans to unveil unique brand experiences at the Australian Open, integrating its top-notch appliances with the vibrant atmosphere of the event. These initiatives will highlight Haier's commitment to sustainability and smart home technology, reinforcing the brand's objective of introducing innovative solutions into consumers' everyday lives.

Haier's "Play with Number One" initiative, launched on a global scale, reflects the brand's pursuit of excellence, drawing a comparison between the relentless quest for perfection exhibited by elite athletes and the company's determination to push the limits of technology. Just as tennis players dedicate themselves to refining their skills, Haier has evolved from a small refrigerator manufacturer into a worldwide leader in smart home solutions.

This collaboration will also support grassroots tennis programs throughout Australia, as Haier pledges to assist local clubs and inspire greater participation in the sport. Additional information regarding these community-oriented initiatives will be shared in the near future.

The collaboration with the Australian Open enhances Haier's standing in the international sports arena, emphasizing its dedication to innovation, high standards, and technological advancement. As the company works to broaden its influence, Haier's initiatives to create a more intelligent and interconnected future continue to be a central focus of its business strategy.