he LTA is proud to announce that Haier, the world’s leading brand in major home appliances for the past 16 consecutive years, will continue its partnership as an Official Partner of the LTA through to 2027.
Haier has established itself as a key player in the global tennis community, with an impressive portfolio of partnerships that includes the ATP Tour, French Tennis Federation, and Tennis Australia. This collaboration with the LTA further underscores Haier’s commitment to fostering the growth of tennis and padel, the world’s fastest-growing sport, in the UK.
As part of its ongoing efforts to engage fans and promote participation, Haier will bring its innovative spirit to the partnership. In 2023, Haier launched the highly successful ‘Play with the Number Ones’ campaign, which celebrated the brand’s connection to tennis excellence. The campaign featured TV commercials aired on major broadcasters, digital platforms, and out-of-home displays globally. In 2025, Haier and the LTA will collaborate to infuse the campaign with a distinct British flavour, capturing the unique energy and passion of UK tennis.
Haier’s involvement in tennis actively helps supports grassroots initiatives and community engagement, aiming to inspire the next generation of players and fans. By leveraging its global reach and innovative product range, Haier seeks to make tennis more accessible and inclusive for all.
Diego Perrone, managing director of Haier UK & Ireland said, “Entering into this partnership with the LTA is a natural progression for us as it follows on from our already strong presence and connection with tennis through the ATP and other tournaments. We are very proud to be partnering with the LTA and Haier’s focus will continue to drive participation in tennis in the UK. We look forward to building this partnership over the next three years and developing our association with tennis even further.”
This partnership also aligns with Haier’s broader mission of connecting with communities through sport. From its presence at prestigious tournaments like the Nitto ATP Finals and Roland-Garros to its collaboration with local tennis clubs, Haier continues to champion the values of passion, precision, and perseverance that define the sport.
With this renewed partnership, Haier and the LTA are poised to create unforgettable experiences for tennis enthusiasts across the UK, both on and off the court.
Haier, as the global leading smart home appliance brand, will debut a number of exciting appliances across all home categories this year so check out www.haier.co.uk to discover more.
