Haier's Vision for Youth and Sustainability Goes Beyond Sports with New Initiatives
Beyond the Game: Haier's Vision for Youth and Sustainability
In an ambitious stride towards promoting inclusive growth and engaging the younger generation, Haier, the world's leading household appliance brand, recently launched the Haier Fans Cup in Paris. This marks a strategic milestone in the evolution of Haier's global sports marketing vision.
The Haier Fans Cup took place during the renowned Roland Garros (French Open) tennis tournament, bringing together promising tennis players under the age of 14 from across France for a day filled with competitive thrills and cultural highlights. This initiative transcended the boundaries of a mere youth tournament, showcasing Haier's vision of using sports as a bridge that connects generations, regions, and shared objectives.
A Unique Opportunity
The event crescendoed with an exclusive meet-and-greet for the winners with former WTA number-one player Ana Ivanovic at the Haier Roland Garros Fan Village. This opportunity inspired young athletes, allowing them to connect with global role models who can guide and motivate them on their paths.
Co-hosted by Haier and Open Stade Français, the Haier Fans Cup continues the legacy of one of France's most prestigious junior tennis tournaments. Founded in 1983, the Open Stade Français is part of the ITF Junior Circuit and has long served as a competitive and developmental platform for rising tennis talents. This partnership advocates for young athletes from diverse backgrounds, granting them opportunities for ranking, cultural exchange, and personal growth. It reflects the increasing importance that global brands place on creating sustainable social impact through youth-focused initiatives.
Transforming Intentions into Tangible Results
The Haier Fans Cup operates on the belief that sports can connect individuals and promote common goals across generations. This philosophy aligns with Haier's broader ESG (Environmental, Social, Governance) vision, where sports are viewed not just as a branding opportunity but also as a tool for inclusive development.
Beyond commerce, Haier actively engages in social and ecological initiatives across Europe. For instance, at the Milan Relay Marathon, Haier Europe emerged as one of the most successful fundraisers, supporting the expansion of the Spazi Donna centers in Milan to enable women in difficult situations. When it comes to environmental concerns, Haier Europe has honed in on waste reduction and the circular economy, achieving a 99% recycling rate at its manufacturing hub in Eskişehir, Turkey, earning the Zero Waste to Landfill certification under DIN SPEC 91436. Throughout the region, Haier Europe has attained an average waste recovery rate of 98%, underscoring its operational commitment to sustainability.
To support the culture of recycling and reusing, Haier has partnered with Esosport, a nonprofit focused on waste management. This collaboration allows employees to donate their old shoes and tennis balls, which are then repurposed into new playgrounds for kids and training tracks for athletes.
Haier's social commitment also extends to its workplace. In 2025, Haier Europe was recognized as a top employer in the UK and Ireland, receiving the Company for Generation Z award from the Radar Academy, which highlights the company's dedication to fostering an inclusive and motivating work environment.
Building Meaningful Connections
Haier firmly believes that sports are crucial in bridging individuals to society and the environment, a philosophy that is deeply rooted in Haier's DNA. Here, ESG is not an addition but integral forces propelling every step beyond the game.
Haier’s enduring commitment to global sports demonstrates a strategic approach to brand building, focusing on cultural relevance, community impact, and sustainable growth. Through collaborations in tennis, basketball, marathons, and emerging fields like esports, Haier utilizes sports not only as a communication channel but also as a platform to advocate for innovation, youth empowerment, and responsible development.
Haier's sports strategy extends beyond mere visibility; every initiative, from eco-friendly appliances at international events to inclusive youth tournaments like the Haier Fans Cup, contributes to comprehensive ESG goals and positions sports as a means for inclusion, well-being, and environmental consciousness.
Looking Ahead
As Haier aspires to expand its role at the intersection of sports, innovation, and social value, it seeks to invest in platforms advocating endurance, equity, and long-term progress. The brand aims to build a presence that is not just globally recognized but also exerts a meaningful societal influence, laying the foundation for a legacy of inspiration and growth.