#Haier #Youth Sports #Ana Ivanovic

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

In a world where inclusivity and sustainable growth have become essential, Haier, the global leader in home appliances, is stepping up its game. Recently, the company inaugurated the Haier Fans Cup in Paris, marking a pivotal moment in its global sports marketing strategy. This initiative aligns perfectly with Haier's objectives, blending youth engagement with regional and environmental consciousness.

The Haier Fans Cup: A Platform for Future Stars

The Haier Fans Cup took place over two exciting weeks, coinciding with the prestigious Roland Garros (French Open). This event aimed at encouraging young tennis talents under the age of 14, brought together budding athletes from across France, providing them a vibrant competition alongside a rich cultural experience. The vision was clear: to use sports as a bridge connecting different generations and cultures while fostering a shared aspiration for a better future.

One of the event highlights was the chance for the young winners to meet former WTA world number one Ana Ivanovic in Haier's Fan Village at the French Open. This encounter was not just a meet-and-greet; it aimed to inspire these young athletes, providing them a glimpse into the world of professional sports and motivating them towards greater achievements.

Sponsorship and Strategic Goals

The Haier Fans Cup was co-organized by Haier and the French Open, reinforcing the legacy of one of the most prestigious youth tennis tournaments in France. Established in 1983, the Open Stade Français has been a breeding ground for young tennis talents and a platform for personal growth. The partnership serves to provide numerous opportunities for youth from diverse backgrounds to engage in sports while emphasizing cultural exchange and collaboration.

This collaboration reflects a growing interest among global brands to make a long-term social impact through youth-oriented initiatives, making sports a pathway for development and empowerment.

Haier’s Commitment to ESG: Transforming Goals into Tangible Results

Haier believes in sports as a medium for uniting individuals into communities and nurturing collective ambitions. This philosophy aligns seamlessly with the broader Environmental, Social, and Governance (ESG) framework adopted by the company, wherein sports is leveraged as a tool for inclusive development rather than merely a branding opportunity.

In Europe, Haier transcends traditional business engagements, championing social and environmental initiatives. At a marathon relay event in Milan, Haier Europe emerged as a leading fundraiser, aiding the expansion of two Spazi Donna centers that offer safe havens for women in distress. Furthermore, Haier Europe is committed to waste reduction and has successfully implemented a circular economy model. By 2025, its production facility in Eskişehir, Turkey, achieved a remarkable 99% waste recycling rate, earning it the Zero Waste to Landfill certification. The region as a whole boasts an impressive 98% waste recycling rate, showcasing Haier's dedication to sustainable practices.

As part of promoting circular economy practices, Haier has partnered with Esosport, a charitable corporation focused on waste disposal. Employees can recycle old footwear and tennis balls, which will eventually be transformed into new playgrounds and sports tracks for children.

Recognition as an Inclusive Employer

Social responsibility is also evident within Haier’s workplace culture. In 2025, Haier Europe was acknowledged as the best employer in the UK and Ireland, receiving the