Home appliance brand Haier has been named official partner at international tennis tournaments, including Roland-Garros, which runs from May 20 to June 9, 2024.

For 2024 and 2025, Haier will partner Mutua Madrid Open, the Nitto ATP Finals, Rolex Paris Masters. The ATP 500 Hamburg Open tournament and two ATP 250 tournaments, Playa Laguna Croatia Open Umag and the European Open (Antwerp)

The aim is to highlight the brands values of precision, attention to detail found both in champion athletes and reach tennis fans.

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It sees Haier have courtside visibility and a stand in Place des Mousquetaires, at the heart of Roland Garros, with its hi-tech appliances on display in an experience created for the event.

Visitors will have the unique chance to interact with Haier appliances and take part in sports-themed activities.

This will be complemented by a 360° promotion with a digital campaign and social network activities, plus advertisements in the metro station.

At Roland-Garros, Haier will also reveal its international ambassador Ana Ivanović, who is the former world No. 1 tennis player.

Ana Ivanovic has won 15 WTA singles tournaments in her career, including Roland-Garros in 2008, when she reached number one in the WTA rankings.

Head of brand strategy and IoT Haier Europe Gianpiero Morbello commented:“By selecting a tennis athlete as our ambassador, we would grow a sense of authenticity and strengthen the connection with tennis fans

“To be number one you must believe in your talent, devote attention and commitment, and always seek excellence.

“Roland-Garros is a wonderful setting to present Ana and the values she shares with Haier and, therefore, with the world of tennis.

“This is the reason why our presence on the field and in the city of Paris will be massive, with a 360° campaign showcasing the innovation, design and perfection of detail sought by the brand”.

Haier UK recently debuted its name change as Haier Smart Home and outlined investment plans in the brand, which also includes its first TV advertising.