Haier's Commitment to Youth Empowerment and Sustainable Growth in Sports

In a significant move to bolster inclusive growth and engage younger audiences, Haier, the leading global brand in major appliances, has officially launched the Haier Fans Cup in Paris. This initiative coincides with the prestigious Roland-Garros tournament and marks a pivotal moment in Haier's evolving strategy for sports marketing on a global scale.

The Haier Fans Cup isn't merely a sports event; it's a vibrant celebration of culture and talent that features promising under-14 tennis players from across France. This youth tournament symbolizes Haier’s commitment to leveraging sports as a medium to connect generations, transcend geographical boundaries, and align shared aspirations among young individuals.

During this year's event, winners experienced a rare opportunity to engage with former WTA champion Ana Ivanovic at the Haier Roland-Garros fans village. Such experiences serve to inspire young talent and forge connections between aspiring athletes and their role models, enhancing the cultural wealth of sports.

A Strategic Partnership with Purpose

The Haier Fans Cup, co-hosted by Haier and Open Stade Français, continues the legacy of one of France's most prestigious junior tennis tournaments. Established in 1983 and included in the ITF Junior Circuit, Open Stade Français has historically provided a platform for budding talent to compete and develop. The collaboration aims to empower young athletes from diverse backgrounds by offering them growth through competition, cultural exchange, and personal development opportunities.

This partnership underscores a burgeoning trend among global brands focusing on making a genuine social impact through initiatives aimed at youth engagement and empowerment.

Turning Vision into Action: Haier's ESG Commitment

Haier's belief in the power of sport to connect individuals and communities is firmly rooted in its Environmental, Social, and Governance (ESG) principles. The Haier Fans Cup emphasizes this philosophy, illustrating that sports can drive inclusive development rather than serving purely as a marketing tool. In Europe, Haier goes beyond the conventional business framework to advocate for social and environmental issues. For instance, during Milan's Relay Marathon, Haier emerged as one of the top contributors, facilitating the growth of Spazi Donna centers to offer better futures for women facing challenges.

On the environmental front, Haier Europe has implemented initiatives centered around waste reduction and circular economy principles. In 2025, its manufacturing facility in Eskişehir, Turkey achieved an impressive recycling rate of 99% and received the Zero Waste to Landfill certification. Across Europe, the average waste recycling rate reached 98%, highlighting Haier's dedication to sustainable operations.

To further promote the culture of recycling, Haier has partnered with Esosport, a benefit corporation specializing in waste management. This partnership encourages employees to donate old athletic shoes and tennis balls, which are then repurposed into playgrounds for children and tracks for athletes, manifesting the commitment to sustainability and responsible resource management.

Haier’s dedication to social engagement also extends into its workplace culture. In 2025, the company earned recognition as a Top Employer in the UK and Ireland, along with the