Haier strengths its global tennis presence through title sponsorship at Queen’s Club, London

The global smart home appliance brand is the title sponsor of the ATP tour at Queens.

Haier, the global leader in smart home appliances and a growing powerhouse in sports marketing, is deepening its commitment to tennis through a series of high-profile initiatives. From being a title sponsor at Queen’s Club London to an extended sponsorship agreement with the Lawn Tennis Association (LTA) and a showcase at Roland-Garros last month, Haier is reinforcing its brand presence in the world of elite sports, further solidifying its leadership in innovation, performance, and consumer engagement.

Queen’s Club London: Experience Haier’s Vision in Tennis

On Monday, June 16, Haier hosted an exclusive event at Queen’s Club in west London. As a title sponsor of the ATP Tour, Haier showcased its brand offering, explore the latest AI-driven home innovations, and discuss how sports sponsorship is elevating brand awareness and consumer engagement across Europe.

Tennis has become a strategic pillar of Haier’s global sports marketing efforts, with its sponsorship portfolio extending to major tournaments and federations worldwide. By hosting this exclusive event at Queens, Haier aims to demonstrate how its commitment to smart home innovation aligns with the precision, performance, and global appeal of elite tennis.

Expanding Partnership with the LTA

Following its successful involvement in international tennis, Haier is proud to continue its partnership with the Lawn Tennis Association as an Official Partner of British Tennis until 2027. This renewed collaboration underscores Haier’s dedication to grassroots initiatives, community engagement, and the growth of padel, the world’s fastest-growing sport.

It is building on the momentum of its ‘Play with the Number Ones’ campaign, which has celebrated tennis excellence through major advertising and sponsorship initiatives. The campaign will integrate elements that capture the passion and energy of UK tennis, helping inspire new generations of players while reinforcing Haier’s global smart home leadership.

Haier’s Diego Perrone, Managing Director of Haier UK & Ireland, commented: “We are thrilled to strengthen our partnership with the LTA, as it continues to align with our vision of empowering communities through sport. Tennis represents precision and innovation – values that define Haier’s approach to technology and design. This collaboration allows us to foster tennis participation while showcasing our commitment to cutting-edge home solutions.”

The Haier Sports Journey at Roland-Garros

Haier’s presence in international tennis extends beyond the UK. On May 29, the brand marked a significant moment at Roland-Garros, one of the most prestigious tournaments in the world. Haier reflected on its two-decade journey in sports sponsorship, from its first major partnership in Australian basketball to its current standing in global tennis sponsorships.

Neil Tunstall, CEO of Haier Europe, elaborated on this vision, saying: “Sport has always been a universal language that connects people, cultures, and passions. For Haier, sponsorship isn’t just about brand visibility; it’s about building meaningful relationships. Our presence at Roland-Garros celebrates our commitment to bringing innovation to the world of sports and supporting the communities we serve.”

This philosophy has shaped Haier’s sports marketing model, which emphasises localised engagement rather than a one-size-fits-all approach. Across Europe, Haier tailors its initiatives to reflect the sporting passions of individual markets, creating authentic connections that resonate with consumers.

Also at Roland Garros, Haier unveiled an inspirational web docuseries called “Road to Number One”, an online project that shows the path of talented tennis players towards glory with an authentic and unprecedented look.

The web series, brings viewers behind the scenes of professional tennis, revealing the challenges and the passion of champions of yesterday and tomorrow. Included in the series is UK tennis star, Jodie Burrage.

Full episodes of “Road to Number One” are available on Haier’s YouTube channel.

Nielsen Insights: The Growing Influence of Sports Sponsorship

Supporting Haier’s vision is the latest analysis from Nielsen Sports, the global leader in media and consumer data measurement. Nielsen estimates that in Europe, sports sponsorships reached a record value of €23 billion in 2024, with over €450 million generated from tennis-related activities—making tennis one of the fastest-growing sponsorship platforms.

Looking Ahead: Haier’s Commitment to Excellence in Sports & Innovation

As Haier continues to evolve its sports marketing strategy, it remains committed to integrating cutting-edge technology and smart home solutions with the precision and performance that define elite sports. With strategic partnerships spanning the ATP Tour, the LTA, and Roland-Garros, Haier is not only shaping the future of tennis sponsorship but also cementing its role as a pioneer in connected living and consumer innovation.

For further information on Haier’s latest product launches and sports partnerships, visit www.haier.co.uk to discover more.