Australian Open strikes multi-year deal with Haier

The Australian Open has signed a multi-year sponsorship agreement with Haier, a Chinese multinational home appliances and consumer electronics company. 

As part of the deal, set to run until 2027, Haier will collaborate with the Australian Open to showcase its high-end technology by 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. It will further provide support to grassroots tennis across Australia. 

Also read: Australian Open Sponsors

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.”