Haier has been named TV and appliance partner of the Australian Open and Summer of Tennis events, for the next three years, as announced at a ceremony in Melbourne.

During the Australian Open, Haier will introduce brand experiences through online and on-site activations.

Haier will also support grass-roots tennis clubs across Australia as part of the push to get more people playing tennis, with more details to be announced soon.

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This partnership strengthens Haier’s global sports marketing efforts, to expand its influence and reinforce its position as a leader in smart home solutions.

In recent years, Haier launched “Play with Number One”, as official home appliances partner and old partner of the ATP Tour through 2025.

The Atp Tour included Roland-Garros 2024, Nitto ATP Finals 2024, Rolex Paris Masters 2024 ,Mutua Madrid Open2024, Hamburg Open 2024, Plava Laguna Croatia Open Umag 2024 and the European Open (Antwerp) in 2024 and 2025.

Former World No.1 tennis player Ana Ivanović was also named global brand ambassador for the Haier brand.

Senior vice president of Haier Group and chairman and CEO of Haier Smart Home Li Huagang,, commented on the alliance: “This partnership with the Australian Open marks a critical step in our globalisation 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.”

CEO of Tennis Australia Craig Tiley added: “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.”