The ATP today announced a multi -year extension of his partnership with Haier, the world’s number one brand in large household appliances*. Haier will continue as the official home and entertainment partner and a gold partner of the ATP tour through 2028.
In the extension, Haier will continue to receive visibility at work at the court, premium hospitality experiences and on-site product integration at selected ATP Tour events, which offers a global platform to present its latest smart living innovations. The brand will also benefit from exposure through the digital channels of the ATP and reach a global audience of more than one billion fans every season.
From 2026 to 2028, the tournament portfolio of Haier will include: the Plava Laguna Croatia Open Umag, ABN AMRO Open (Rotterdam), BMW Open by Bitpanda (Munich) and the prestigious seasonal Nitto ATP-Finales in Turin-Samen.
The agreement was signed in the presence of Mr. Zhou Yunjie, chairman of Haier Group, Neil Tunstall, CEO of Haier Europe, and Rodolphe Tastet, ATP vice -president partnerships.
Rodolphe Tastet, ATP Vice President, PartnershipsSaid: “The expansion of our collaboration with Haier shows the value and impact of our collaboration so far. Since we are joining forces in 2023, we have worked closely together to present the Premium technology of Haier to the global audience of the ATP. We are proud to continue building that at that momentum, the strengthened commitment”.
Neil Tunstall, CEO, Haier EuropeSaid: “Expanding our cooperation with the ATP until 2028 is a natural step for Haier. Tennis embodies precision, performance and emotion – the same principles that accompany our premium, connected home solutions. This renovation, including our presence with leading tournaments and the Nitto ATP, gives us a powerful podium for the Hof -Podium for the Lovation Podium and Hof -Podium for the Show Podium and Hof -Podium and the Hofin Podium and Hofin and Hofin’s Hofin and Hofin’s Hofin. are from the Court of the Court of the Court of Appeal and the Court of the Court of the Court. ”
ATP and Haier celebrate the renewed partnership with a special joint panel: “Play with the number: Sport Sponsorship Evolution” held in Haier Europe Booth during IFA 2025 on Friday 5 September.
The partnership expansion is part of Haier’s wider strategic involvement in tennis. In addition to his presence on the ATP tour, Haier is also a sponsor of Roland Garros and the Australian Open, who underlines his global footprint at the highest levels of sport.
*Source: Euromonitor International Limited; Consumer equipment 2025, % share, 2024 Volume -sales data
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