#Haier #Roland-Garros #Fans Cup

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

In an ambitious and inspiring initiative, Haier, renowned as the leading global brand in major appliances, has taken groundbreaking steps towards fostering inclusive growth and actively engaging younger generations. The company recently unveiled the Haier Fans Cup in Paris, a significant part of their evolving global sports marketing strategy.

A Celebration of Youth and Sport

Held amid the excitement of the prestigious Roland-Garros (French Open), the Haier Fans Cup attracted aspiring under-14 tennis players from across France for a day filled with competitive spirit and cultural celebration. This event transcended the traditional framework of a youth tournament, showcasing Haier's vision of sport as a unifying force that bridges gaps between generations and geographical boundaries.

The highlight of the day was an exclusive meet-and-greet for the winners with former WTA Number One champion Ana Ivanovic, aimed at inspiring the next generation of athletes and connecting them with global icons. This experience was not just about competition; it was about cultivating dreams and aspirations.

Purpose-Driven Sponsorship

Co-hosted by Haier and the Open Stade Français, the Haier Fans Cup builds on a legacy of one of France’s prestigious junior tennis tournaments. Established in 1983, this event is part of the ITF Junior Circuit, offering a developmental platform for emerging talent. Through this partnership, Haier seeks to empower young athletes from varied backgrounds, offering them opportunities for ranking, personal development, and cultural exchange.

This initiative embodies a growing trend among leading global brands to emphasize the creation of significant social impact through youth-oriented programs.

Turning Purpose into Action

The philosophy underpinning the Haier Fans Cup is that sport can link individuals to their communities, transcending cultural and generational barriers. This belief aligns with Haier’s broader focus on Environmental, Social, and Governance (ESG) principles. For Haier, sport serves as more than a tool for marketing—it's an avenue for inclusive development and meaningful community engagement.

In recent initiatives throughout Europe, Haier has championed various social causes, whether it be through fundraising at events like Milan's Relay Marathon or expanding support for women-focused centers in Milan, thereby ensuring a safer environment for challenging circumstances. On the environmental front, Haier Europe has implemented initiatives aimed at waste reduction and circular economy practices, with its manufacturing facility in Eskişehir, Turkey achieving an impressive recycling rate of 99%.

Partnering with Esosport, Haier encourages the circular economy by inviting its employees to donate old shoes and tennis balls, which are then repurposed into playgrounds and tracks for future athletes—tangible steps towards a sustainable future.

A Commitment to Inclusivity

Moreover, Haier's social engagement extends to its workplace, where it has earned accolades such as recognition as a Top Employer in the UK and Ireland for 2025, alongside the **