ATP Tour and FFT team up with Haier

Chinese multinational home appliance and consumer electronics brand Haier has announced a new partnership with the ATP Tour and the French Tennis Federation (FFT). Haier will be joining as an Official Partner of Roland-Garros and other tournaments such as the Nitto ATP Finals, two ATP Masters 1000 tournaments, and three ATP 500 tournaments.

As an Official Partner, Haier will gain on-court, in-arena and on-site presence at the aforementioned tournaments as the brand hopes to reach out to wider audiences and let more people know about its latest products. Haier will also have digital presence on ATP social media channels. 

Daniele Sanò, ATP Chief Business Officer, commented:

“We’re excited to announce our partnership with Haier, a leading company that shares our commitment to excellence and innovation. Together, we look forward to bringing new experiences to our fans and showcasing the reach and versatility of the ATP Tour’s global platform.“

Yannick Fierling, CEO, Haier Europe, said:

“We are excited to enter the world of tennis, characterised by passion, ambition and desire to grow, features that also distinguish Haier and that have made it the number one brand globally in major appliances. I am sure that Haier’s corporate philosophy will fit perfectly with the values promoted by tennis, and the competitive spirit of the world’s best players. Our partnership will also support the tournaments’ move into a new technological dimension while retaining what makes them strong: commitment, tradition and performance.“