The year’s first Grand Slam tournament – the Australian Open has signed a multi-year sponsorship deal with Chinese multinational home appliances and consumer electronics company, Haier with the deal set to run until 2027.
As part of the deal, Haier will collaborate with the Australian Open to showcase its high-end technology improving the fan experience with household appliances including kitchen, laundry and climate control systems. In addition to online promotions, Haier will also provide brand experience through onsite activations.
Haier will further provide support to grassroots Tennis across Australia as part of its inclusion drive.
On the association, CEO of Tennis Australia, Craig Tiley said:
“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”
Speaking on the sponsorship, SVP of Haier Group, Li Huagang said:
“This partnership with the Australian Open marks a critical step in our globalization 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.”
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