Haier, the number one brand in the household appliances sector, will line up alongside the greatest tennis champions as Official Partner at the Roland-Garros tournament from 20th of May to 9th June.
Elegance, precision, and incredible performances are the qualities sought by tennis fans, numbering over 1 billion worldwide. These characteristics have made Haier role as Official Partner a natural fit, as the brand has always been a creator of extraordinary experiences and ecosystems tailored to each desire.
For 2024 and 2025 Haier will be a partner of the most prestigious international tennis tournaments, supporting the champions of this sport with which shares the brand’s values: total dedication to achieving the highest levels of excellence and meticulous attention to every detail. To be the best in the world you need precision, attention to detail and impeccable style, characteristics found both in the greatest athletes and in Haier connected solutions.
Roland-Garros will be the occasion to present the new Haier international ambassador in the field of tennis activities: Ana Ivanović, former world No. 1 tennis player. An ambassador that will be the face of the brand for the entire competition, contributing to its memorability, relevance, and audience engagement. Ana Ivanovic has won fifteen WTA singles tournaments in her career, including Roland-Garros in 2008, when she reached number one in the WTA rankings.
“By selecting a tennis athlete as our ambassador, we would grow a sense of authenticity and strengthen the connection with tennis fans,” comments Gianpiero Morbello , head of brand strategy and IoT Haier Europe. “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 will enjoy special visibility courtside and will also have a stand in Place des Mousquetaires, at the heart of Roland Garros, with its hi-tech solutions and unique style on display for an experience created especially for the event. Here visitors will be able to absorb the ambience of special guests, supporters and the international community gathered for the tournament. It will be also possible to discover the latest innovation as the X Series 11 range of washing machine and tumble dryer, which stands out thanks to a series of cutting-edge innovations on the market, the refrigerator Cube 90 Series 7 with the latest Fresher Techs, and the I-Pro Shine Series 7 dishwasher, that represents a unique range in the A-30% energy class. There will also be the opportunity to admire the unique style and the experiential design of the ID Ultimate Series 6 oven and compact microwave, and the I-Master Series 5 Kitchen Small Domestic Appliances, solutions that offer professional performance and extreme versatility of use. Visitors will have the unique chance to interact with Haier solutions and have fun with special sports-themed activities.
A 360° promotion will make Haier a protagonist online with a digital campaign and dedicated social network activities, but also a central role in Paris with sensational advertisements that will complement the spectacular view from the Pont de Beaugrenelle and domination in the metro station.
This partnership with the tennis world is perfectly aligned with Haier strategy to increasingly connect with the extraordinary and with its target audience: consumers who favour elegant design, customisation, and top performance.
Besides the Roland-Garros Tournament, Haier will partner with top tier events for 2024 and 2025 including 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), complete Haier events portfolio in tennis.
Following the outstanding results in terms of perception and brand awareness achieved in 2023, Haier continues its journey towards global brand affirmation, emphasising its position as a leader and innovator.
Haier, the number one brand globally in major home appliances, continues its journey towards global brand affirmation, emphasising its position as a leader and innovator, announcing another amazing partnership: Ana Ivanović, a former world No. 1 tennis player, as the new Global Tennis Ambassador.
Following the outstanding results in terms of perception and brand awareness achieved in 2023, Haier has confirmed sponsorships of the most prestigious tennis tournaments worldwide for 2024 and 2025 and is now pleased to announce Ana as a special ambassador.
Elegance, precision, and incredible performance are the qualities of sport’s greatest champions, and it was these characteristics that made Ana Ivanović the perfect choice for the role of Haier’s Tennis Ambassador. She knows what it takes to be number one: total dedication, continuous commitment and striving for perfection in every detail.
“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,” comments Ana Ivanović, former world No. 1 tennis player. “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.”
Being number one is an attitude, on the court and in life. Being number one means pursuing clear objectives with a vision oriented towards the highest attention to detail. Extraordinary performances are the result of a journey that begins with resources, study, and passion, and they represent the culmination of years of total dedication. This has been Ana’s path, first on the court and now in daily life. This is what Haier offers to its customers: a constant evolution to design solutions and a unique connected ecosystem, shaped according to the philosophy of zero distance to the consumer.
“We are thrilled to have Ana with us on this journey,” comments Gianpiero Morbello, head of brand strategy & IoT at Haier Europe. “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.”
Ana 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.
For 2024 and 2025, 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. 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.
