Tennis: Haier (electronics) official partner of the Australian Open for 3 editions (2025-2027)

Haier, a brand belonging to the Chinese manufacturer Haier Smart Home Group, which specialises in home appliances and consumer electronics, has become an official partner of the Australian Open Tennis Championships for three editions (2025, 2026 and 2027), announced Tennis Australia, organisers of the Grand Slam tournament, on 25/11/2024.

As part of the agreement, Haier will become a third level sponsor of the tournament, alongside 26 other partners. The Chinese group will "introduce unique brand experiences through both online and on-site activations" and "support grass-roots tennis clubs across Australia as part of the push to get more people playing tennis," said the brand.

In tennis, Haier is also an official partner (3^rd level) of the Fédération Française de Tennis and a gold partner (3^rd level) of the Association of Tennis Professionals over the 2023-2025 cycle. These agreements cover the French Open Grand Slam tournament, the Nitto ATP Finals, the Rolex Paris Masters and the Mutua Open de Madrid (ATP Masters 1000).

Australian Open: 33 partners for the 2024 edition