Home appliance brand Haier has announced former world No. 1 tennis player Ana Ivanović as its new global tennis ambassador.

The global number one in home appliances, according to Euromonitor, has confirmed sponsorship of the most prestigious tennis tournaments worldwide, for 2024 and 2025, with Ana Ivanović as an ambassador.

Haier will partner with top tier events including Roland-Garros, the Nitto ATP Finals and two ATP Masters 1000 events: Rolex Paris Masters and Mutua Madrid Open.

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An ATP 500 tournament, Hamburg Open, and two ATP 250 tournaments, Plava Laguna Croatia Open Umag and the European Open (Antwerp) complete Haier events portfolio in tennis.

Ivanović will be the face of Haier for the duration of the partnership with the tennis world, contributing to the brand memorability, relevance, and audience engagement.

She will be involved in live and digital activities, to tell the shared values of Haier with this sport by giving a new perspective to the brand storytelling.

Ana Ivanović commented on her role: “I am very excited to be partnering with Haier, a company that is not only aligned with my values, but also fits perfectly with my lifestyle.

“As a former professional athlete and now mother of three, I value things that can assist me in my daily life.

“Haier provides the most suitable connected solutions that combine innovation and design.

“The brand gives me the advantage I am looking for when it comes to stylish home appliances.”

Head of Brand Strategy & IoT at Haier Europe Gianpiero Morbello added: “We are thrilled to have Ana with us on this journey.

“Choosing an athlete represents a strategic choice for us: with her winning attitude she embodies the brand values and makes Haier even more relevant in the world of tennis.

“Ana is now a real number one on social networks too, and this will allow us to speak to her huge community and strengthen the connection with tennis fans.”