Haier is once again Official Partner of the Australian Open, a launching pad for its engagement activities planned throughout the year as Gold Partner of the ATP Tour
With a presence that goes beyond simple branding, transforming the playing field into a dynamic platform of innovation and social impact, Haier renews its own in 2026 strategic partnership with the Australian Open. A Melbourne Park, in a spectacular demonstration of precision, the top players competed by hitting targets represented by Haier appliances positioned on the field: washing machines and dryers thus became targets with a high symbolic value and the proceeds of the initiative were entirely donated toAustralian Tennis Foundation. To celebrate the launch, Haier invited fans from around the world to Melbourne, with tennis legends such as Casey Dellacqua, Alicia Molik e Tommy Haasprotagonists of interactive clinics and moments of direct meeting with fans.
Haier’s commitment to the world of tennis continues well beyond the Australian summer. As Gold Partner dell’ATP Tour, the brand will continue to promote excellence throughout the 2026 season, with on-court visibility, premium hospitality experiences and product integration into major international tournaments. “An annual project that celebrates fan engagement, sporting innovation and technology, creating new opportunities for communities to connect through a shared passion for sport” he commented Wang Meiyan, Vice President and Chief Brand Officer of Haier Group.
Not just tennis for Haier that after the Australian Open, Haier will launch the ambitious program “Future Champions”con youth football tournaments in Southeast Asia, South Asia, the Middle East, Africa and Japan. The project will be accompanied by friendly matches with football celebrities in the UK, motivational workshops and local fan festivals. It will also continue the tradition of Sharks Cup Badminton in South-East Asia, while the first will debut in 2026 Haier Cup Basketball, designed to involve an even wider audience of young athletes.
The annual trip will culminate with the Haier Fans Club Ultimate Cup a QingdaoChina: a grand final event that will bring together the winning fans of football, basketball and badminton tournaments from around the world for a memorable celebration. The company plans to engage over 100,000 new fans globally through this engagement strategy that develops throughout the year.
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