Haier strengthens its global tennis presence through title sponsorship

Global home appliances brand Haier is deepening its commitment to tennis through a series of high-profile initiatives. From being a title sponsor at Queen’s Club London to an extended sponsorship agreement with the Lawn Tennis Association (LTA) and a showcase at Roland-Garros last month, Haier says it is reinforcing its brand presence in the world of elite sports, further solidifying its leadership in innovation, performance, and consumer engagement.

On 16th June Haier hosted an exclusive event at Queen’s Club in west London. As a title sponsor of the ATP Tour, Haier showcased its brand offering, exploring the latest AI-driven home innovations, and discussing how sports sponsorship is elevating brand awareness and consumer engagement across Europe.

By hosting this exclusive event at Queens, Haier aims to demonstrate how its commitment to smart home innovation aligns with the precision, performance, and global appeal of elite tennis.

Following its successful involvement in international tennis, Haier continuing its partnership with the Lawn Tennis Association as an Official Partner of British Tennis until 2027. This renewed collaboration underscores Haier’s dedication to grassroots initiatives, community engagement, and the growth of padel, the world’s fastest-growing sport.

Diego Perrone, MD of Haier UK & Ireland, said: “We are thrilled to strengthen our partnership with the LTA, as it continues to align with our vision of empowering communities through sport. Tennis represents precision and innovation – values that define Haier’s approach to technology and design. This collaboration allows us to foster tennis participation while showcasing our commitment to cutting-edge home solutions.”