#Paris #France #Haier #Roland Garros #Fans Cup

Haier's Vision for Youth and Sustainability

In a remarkable move aimed at fostering inclusive growth and involving the youth, Haier, the world's leading brand in major appliances, has made a significant stride by launching the Haier Fans Cup in Paris. This initiative, part of their evolving global sports marketing strategy, is designed not just for competitive play but to create lasting connections through the spirit of sports.

The Haier Fans Cup: More than Just a Tournament

Held during the renowned Roland Garros tournament, the Haier Fans Cup brought together promising tennis players under 14 from across France for a day filled with intense competition and cultural celebrations. Yet, the event offered much more than just a youth tennis tournament; it demonstrated Haier’s vision of using sports as a bridge between generations, geographical regions, and shared aspirations.

Highlighting the event was a unique opportunity for the winners to meet former WTA world number one Ana Ivanović at the Haier Fans Cup Fan Village. This meeting inspired dreams and allowed young athletes to connect with global icons, fostering ambition and motivation.

Strategic Sponsorship and Meaningful Impact

The Haier Fans Cup, co-organized with Open Stade Français, builds on the legacy of one of France's most respected junior tennis tournaments. Founded in 1983 and part of the ITF (International Tennis Federation) junior circuit, the Open Stade Français has long served as a competitive and developmental platform for budding tennis talents. This partnership is set to amplify the aspirations of young athletes from diverse backgrounds by providing them opportunities for ranking placements, cultural exchanges, and personal growth.

Such collaborations underscore the increasing emphasis that global brands like Haier place on creating lasting social impact through youth-centric initiatives.

Environmental, Social, and Governance (ESG) in Action

The Haier Fans Cup is founded on the belief that sports serves as a vital link connecting individuals to communities, promoting common goals across generations. This concept aligns with Haier’s broader ESG (sustainable business) vision, where sports act as a tool for inclusive development, rather than merely a branding opportunity.

In Europe, Haier exceeds the boundaries of typical business operations and commits to social and environmental goals. For example, Haier Europe was among the key contributors at the Milan Relay Marathon, supporting the expansion of two Spazi Donna centers aimed at providing a safer and better future for women in vulnerable situations.

On the environmental front, Haier Europe actively focuses on waste reduction and promoting a circular economy. In 2025, its manufacturing facility in Eskişehir, Turkey achieved a remarkable 99% recycling rate and received a Zero Waste to Landfill certification under the DIN SPEC 91436 standard. Across the region, Haier Europe attained an average waste recycling rate of 98%, a testament to its commitment to sustainability in operations.

To encourage circular economy practices and foster a culture of recycling and reuse, Haier collaborated with the nonprofit organization Esosport, providing employees with the opportunity to donate old shoes and tennis balls, which are then transformed into new playgrounds for children and tracks for athletes.

Building Meaningful Connections Through Sports

Haier's social engagement extends to its workplace, receiving recognition in 2025 as a top employer in the UK and Ireland, and winning the Generation Z Company Award from Radar Academy. This reflects its commitment to supporting an inclusive and empowering work environment.

At its core, Haier believes that sports serve as an essential bridge connecting individuals with communities and the environment. This belief is deeply embedded in Haier’s essence, where ESG is not simply an add-on but an integral force driving every initiative beyond the boundaries of the game.

Looking Ahead: Inspiring a Legacy of Growth

Looking to the future, Haier aims to deepen its role at the intersection of sports, innovation, and social value. By investing in platforms that promote resilience, equity, and long-term progress, the brand seeks to create a presence that is globally respected and socially impactful, shaping a legacy that encourages inspiration and growth.