atp Tour Links Up With Haier
The ATP Tour has partnered with home appliances and consumer electronics company Haier.
The deal sees Chinesecompany become the official home appliances partner and gold partner of the Tour.
The ATP Tour claims that the partnership will provide an opportunity for Haier to promote its ‘latest innovations and sustainability focus to tennis fans’, which will align with Haier’s Zero Distance strategy.
The brand describes its Zero Distance strategy as an ambition to ‘bring the brand closer to audiences attracted to outstanding performance, tailor-made, smart and ecosystem experiences.’
As part of the new agreement, Haier will receive on-court, in-arena and on-site visibility at a portfolio of top ATP Tour events which will include the Nitto ATP Finals, Internazionali BNL d’Italia, Rolex Paris Masters, Barcelona Open Banc Sabadell, Cinch Championships (London Queen’s Club) and Hamburg European Open in 2023.
Haier will also benefit from corporate hospitality experiences and exposure on ATP Tour’s digital channels.
This marks the latest major sponsorship for Haier, following a recently announced deal with Roland-Garros, in partnership with the French Tennis Federation (FFT).
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, added, “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”.
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