Haier's Vision for Youth Engagement and Sustainability Beyond Sports
In a bold move towards promoting sustainability and engaging the younger generation, Haier, a global leader in home appliances, recently inaugurated the Haier Fans Cup in Paris. This event marked a significant strategic moment in the evolution of the company’s global sports marketing vision. The Fans Cup, held during the renowned two-week French Open tennis tournament, attracted promising players under the age of 14 from all over France. It provided not just competitive excitement but also cultural festivities, embodying Haier's belief that sports can bridge generations, geographical regions, and shared aspirations.
The event was highlighted by an inspiring meeting for the winners with former WTA champion Ana Ivanovic in the Haier Fan Village at Roland Garros, motivating them to pursue their dreams while allowing young athletes to connect with international idols. This collaboration between Haier and Open Stade Français honors the legacy of the prestigious junior tournament founded in 1983, now part of the ITF Junior Circuit.
As a part of its socially responsible initiatives, Haier aims to provide young athletes from diverse backgrounds opportunities to compete, gain ranking points, and enjoy cultural exchanges. This partnership illustrates the growing commitment of leading global brands to youth-oriented initiatives aiming to create a lasting impact on society.
Haier Fans Cup reflects a belief that sports can serve as a conduit connecting individuals with their communities and nurturing shared aspirations for future generations. This principle aligns with Haier’s broader vision of sustainability, where sporting events evolve into tools for inclusive development rather than mere brand promotion.
Haier extends its influence beyond business, actively engaging in social and environmental issues across Europe. For instance, during the relay marathon in Milan, Haier Europe stood as one of the major donors, contributing to the expansion of two Spazi Donna centers in Milan, focusing on ensuring a safer and better future for disadvantaged women. The company prioritizes waste reduction and implements circular economy solutions, achieving a remarkable 99% recycling rate at its production facility in Eskişehir, Turkey, and obtaining the Zero Waste to Landfill certification based on DIN SPEC 91436 standards.
Moreover, the average waste recycling rate for Haier Europe stands at 98%, showcasing its eco-friendly operational disposition. To promote a circular economy and instill a recycling culture, Haier partnered with Esosport, a nonprofit waste management organization, to facilitate the collection of old shoes and tennis balls from employees. The worn-out footwear and balls are transformed into playground equipment and running tracks for children and athletes.
Haier’s societal commitment also transcends its business operations. In 2025, Haier Europe was recognized as one of the best employers in the UK and Ireland, receiving the ‘Generation Z Company’ award from the Radar Academy, evidencing its dedication to creating an inclusive and growth-oriented workplace.
The essence of Haier’s philosophy centers on the belief that sports play a pivotal role in linking individuals to society and their environment. This concept is deeply entrenched in the brand’s DNA, where ESG considerations are not merely additional aspects but the driving force behind every initiative extending beyond the games themselves.
Haier’s long-standing engagement in sports globally reflects its strategic branding approach, underscoring cultural significance, community impact, and sustainable development. By fostering partnerships in tennis, basketball, marathons, and emerging fields such as esports, Haier envisages sports not only as communication channels but also as platforms promoting innovation, youth engagement, and responsible development.
Through its sports strategy, Haier aims for more than just brand recognition. From showcasing environmentally friendly products at international events to integrating youth tournaments like the Haier Fans Cup, every action works towards comprehensive sustainability goals, transforming sports into a means of integration, welfare, and ecological awareness.
Looking ahead, Haier plans to reinforce its position on the intersection of sports, innovation, and social values. By investing in platforms that promote resilience, equality, and long-term development, the brand aspires to gain global recognition, making a significant societal impact.
The event was highlighted by an inspiring meeting for the winners with former WTA champion Ana Ivanovic in the Haier Fan Village at Roland Garros, motivating them to pursue their dreams while allowing young athletes to connect with international idols. This collaboration between Haier and Open Stade Français honors the legacy of the prestigious junior tournament founded in 1983, now part of the ITF Junior Circuit.
As a part of its socially responsible initiatives, Haier aims to provide young athletes from diverse backgrounds opportunities to compete, gain ranking points, and enjoy cultural exchanges. This partnership illustrates the growing commitment of leading global brands to youth-oriented initiatives aiming to create a lasting impact on society.
Haier Fans Cup reflects a belief that sports can serve as a conduit connecting individuals with their communities and nurturing shared aspirations for future generations. This principle aligns with Haier’s broader vision of sustainability, where sporting events evolve into tools for inclusive development rather than mere brand promotion.
Haier extends its influence beyond business, actively engaging in social and environmental issues across Europe. For instance, during the relay marathon in Milan, Haier Europe stood as one of the major donors, contributing to the expansion of two Spazi Donna centers in Milan, focusing on ensuring a safer and better future for disadvantaged women. The company prioritizes waste reduction and implements circular economy solutions, achieving a remarkable 99% recycling rate at its production facility in Eskişehir, Turkey, and obtaining the Zero Waste to Landfill certification based on DIN SPEC 91436 standards.
Moreover, the average waste recycling rate for Haier Europe stands at 98%, showcasing its eco-friendly operational disposition. To promote a circular economy and instill a recycling culture, Haier partnered with Esosport, a nonprofit waste management organization, to facilitate the collection of old shoes and tennis balls from employees. The worn-out footwear and balls are transformed into playground equipment and running tracks for children and athletes.
Haier’s societal commitment also transcends its business operations. In 2025, Haier Europe was recognized as one of the best employers in the UK and Ireland, receiving the ‘Generation Z Company’ award from the Radar Academy, evidencing its dedication to creating an inclusive and growth-oriented workplace.
The essence of Haier’s philosophy centers on the belief that sports play a pivotal role in linking individuals to society and their environment. This concept is deeply entrenched in the brand’s DNA, where ESG considerations are not merely additional aspects but the driving force behind every initiative extending beyond the games themselves.
Haier’s long-standing engagement in sports globally reflects its strategic branding approach, underscoring cultural significance, community impact, and sustainable development. By fostering partnerships in tennis, basketball, marathons, and emerging fields such as esports, Haier envisages sports not only as communication channels but also as platforms promoting innovation, youth engagement, and responsible development.
Through its sports strategy, Haier aims for more than just brand recognition. From showcasing environmentally friendly products at international events to integrating youth tournaments like the Haier Fans Cup, every action works towards comprehensive sustainability goals, transforming sports into a means of integration, welfare, and ecological awareness.
Looking ahead, Haier plans to reinforce its position on the intersection of sports, innovation, and social values. By investing in platforms that promote resilience, equality, and long-term development, the brand aspires to gain global recognition, making a significant societal impact.
Topics Entertainment & Media）
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