Beyond the Game: Haier's Vision for Youth and Sustainability

In a bold initiative aimed at fostering inclusive growth and connecting with younger generations, Haier, the world's leading brand in large home appliances, has officially launched the Haier Fans Cup in Paris. This event marks a strategic milestone in the evolution of Haier’s global sports marketing vision, embodying the spirit of unity and celebration of culture.

A Cultural Sports Celebration

Coordinated during the renowned Roland-Garros tournament, the Haier Fans Cup brought together aspiring tennis players under the age of 14 from across France for a vibrant day of competition and cultural festivities. More than just a tournament for youth, this initiative exemplified Haier's belief in sports as a bridge uniting generations, geographical boundaries, and shared aspirations.

The event culminated in a unique opportunity for winners to meet former WTA number one champion, Ana Ivanovic, at the Haier Fan Village at Roland-Garros, sparking dreams and connecting young athletes with global icons.

A Strategic Sponsorship

Organized jointly by Haier and the Open Stade Français, the Haier Fans Cup builds on the legacy of one of France’s most prestigious junior tennis tournaments. Established in 1983 and part of the ITF junior circuit, the Open Stade Français has long served as a competitive platform supporting young tennis talent. This partnership allows young athletes from diverse backgrounds to thrive, offering them ranking opportunities, cultural exchanges, and personal development.

This collaboration reflects the growing importance that global brands place on creating sustainable social impact through youth-oriented initiatives.

ESG in Action

The Haier Fans Cup is rooted in the conviction that sports can connect individuals to communities, fostering shared aspirations across generations. This philosophy aligns with Haier’s broader ESG vision, where sport is seen as a tool for inclusive development rather than merely a branding opportunity.

In Europe, Haier transcends business to advocate for social and environmental causes. During the Milan Relay Marathon, Haier Europe was a key fundraiser and helped support the expansion of the two Spazi Donna centers in Milan, ensuring a safer future for women facing challenging situations.

On the environmental front, Haier Europe has emphasized waste reduction and circular economy practices. By 2025, its production center in Eskişehir, Turkey, achieved a 99% recycling rate and received certification as a 'zero waste to landfill' facility according to DIN SPEC 91436 standards. Throughout the region, Haier Europe maintained an average waste recycling rate of 98%, underscoring its operational commitment to sustainability.

To promote and support the circular economy and a culture of recycling and reuse, Haier has partnered with Esosport, a public utility company active in waste management. This program offers employees the chance to dispose of old tennis shoes and balls, which are transformed into new play areas for children and tracks for athletes.

Commitment to Social Responsibility

Haier's social commitment extends to the workplace as well. In 2025, Haier Europe was recognized as one of the best employers in the UK and Ireland, receiving the