Global appliance brand Haier has joined with the ATP Tour and French Tennis Federation to become the official partner of selected European tennis tournaments.

This includes the Grand Slam tournament Roland Garros, the showpiece end of season Nitto ATP Finals and two ATP Masters 1000 tournaments (Internazionali BNL d’Italia in Rome and The Rolex Paris Masters).

In addition, it will also be the partner of with three ATP 500 tournaments, starting with the Barcelona Open Banc Sabadell.

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Completing the set will include the Cinch Championships, held in London at the Queens Club, and The European Open in Hamburg.

Haier will have brand presence on-court and on-site at the events and will also receive exposure via the ATP Tour’s digital channels.

Over the course of the tennis season, high profile brand activations will also be revealed during each competition.

Haier has been ranked number one in global major appliances for the 14th consecutive year, by Euromonitor, and with this sponsorship it intends to reaffirm itself as a premium brand.

It will use the opportunity to showcase innovations and its focus on sustainability to more than 1 billion tennis fans, globally.

CEO of Haier Europe Yannick Fierling commented on the partnership: “We are super excited to enter the world of tennis, characterised by the passion, ambition and desire to grow, features that also distinguish Haier and that have made it the number one brand globally in major appliances.

“I am sure that Haier Europe’s corporate philosophy will fit perfectly with the values promoted by tennis, and the competitive spirit of the world’s best players.

“Our partnership will also support the tournaments move into a new technological dimension while retaining what makes them strong: commitment, tradition, and performance”.