ATP renews Haier partnership

The Association of Tennis Professionals (ATP), the governing body of men’s professional tennis, has extended its partnership with Chinese home appliances brand Haier, which will thus continue on as the Official Home Appliances Partner and Gold Partner of the ATP Tour until the end of 2025.

As per the renewed agreement, Haier will also activate a global portfolio of partner tournaments through premium hospitality experiences, brand exposure, and fan engagement.

The event portfolio, for the years 2024 and 2025, includes: the Nitto ATP Finals, the Rolex Paris Masters, the Mutua Madrid Open, the Hamburg Open, the Plava Laguna Croatia Open Umag, and the European Open (Antwerp).

Massimo Calvelli, CEO, ATP, commented:

“We’re proud to extend our global partnership with Haier until 2025. Our partnership has brought the best out of our brands, with a shared commitment to excellence, innovation and storytelling across the ATP Tour. We’re excited to continue this journey together.“

Gianpiero Morbello, Head of Brand Strategy and IoT, Haier Europe, added:

“We are thrilled to join the most prominent institutions in the world of tennis. The renewal and development of these agreements represent another step towards consolidating the brand, not only as a global leader but also as a constant pioneer in the realms of connectivity and innovation. Taking to the court and playing as true number ones means continuing to pursue excellence, setting ever more competitive standards to provide consumers with exceptional products and IoT solutions that help every family improve their lives.“