#USA #Paris #Roland-Garros #Haier Fans Cup #Anja Ivanovic

Haier's Vision for Youth Engagement and Sustainability Beyond Sports

Haier, recognized globally as a leading brand in major appliances, is taking a bold step to engage the younger generation while emphasizing sustainability. The recent launch of the Haier Fans Cup in Paris is not merely a sporting event; it is a strategic initiative aimed at harnessing the power of sports to bridge gaps between generations and diverse communities.

A New Opportunity for Aspiring Athletes

Coinciding with the prestigious Roland-Garros tennis tournament, the Haier Fans Cup attracted young tennis players under the age of 14 from across France. This event featured a day filled with vibrant competitions and cultural celebrations, serving as a platform not just for athletic excellence but also for fostering cultural exchange and community spirit. The climax of the event offered winners an exclusive chance to meet former WTA champion Ana Ivanović, spurring inspiration and hope among these budding athletes.

Strategic Partnerships and Community Impact

Jointly organized by Haier and Open Stade Français, this tournament builds on the legacy of one of France's most esteemed junior tennis competitions. Established in 1983 as part of the ITF Junior Circuit, Open Stade Français has long served as a competitive and developmental avenue for emerging tennis talents. This partnership is critical in nurturing young athletes from various backgrounds, granting them the chance to achieve rankings, experience cultural exchanges, and foster personal growth.

Through events like the Haier Fans Cup, Haier demonstrates its commitment to creating a lasting positive social impact through youth-centric initiatives. Sports are viewed not just as a means for branding but as a vital tool for fostering inclusiveness and environmental awareness.

Commitment to ESG Principles

The Haier Fans Cup reflects the company's broader vision toward Environmental, Social, and Governance (ESG) practices where sports are a vehicle for collective aspirations across various communities and generations. Beyond its business operations, Haier is dedicated to social and environmental objectives.

In its European operations, Haier has been an important contributor to events like the Milan Relay Marathon, aiding in the expansion of two Spazi Donna centers in Milan, dedicated to providing better futures for vulnerable women. On the environmental front, Haier Europe has employed circular economy practices to significantly reduce waste. Their manufacturing center in Eskişehir, Turkey, achieved a recycling rate of 99% in 2025, receiving recognition as a Zero Waste to Landfill facility according to the DIN SPEC 91436 guideline. This performance illustrates Haier's strong commitment to sustainability.

Additionally, the company established partnerships with organizations like Esosport to promote recycling and reuse. Employees were given the opportunity to donate old shoes and tennis balls, which were then repurposed into new playgrounds and athletic tracks for youth.

Inspiring Workplace Engagement

Haier's commitment to social responsibility extends into the workplace as well. In 2025, the company was recognized as a top employer in the UK and Ireland, receiving accolades such as Company for Generation Z from Radar Academy. This recognition highlights Haier’s dedication to fostering an inclusive and supportive work environment.

Looking Towards the Future

Haier firmly believes that sports serve as a crucial bridge linking individuals to the community and the environment. This philosophy is deeply embedded in Haier's DNA, where ESG principles are integral to every action taken. With ongoing involvement in global sports, Haier is keen on leveraging cultural significance, community impact, and sustainable growth.

Building Lasting Relationships

Through multi-faceted partnerships in sports such as tennis, basketball, marathons, and emerging arenas like esports, Haier is pursuing a strategy that utilizes sports not just as a marketing tool, but as a platform for innovation, youth empowerment, and responsible development.

In conclusion, the Haier Fans Cup and other initiatives signal the brand’s forward-thinking approach as it aspires to inspire and cultivate resilience, equality, and long-term progress. The aim is to build a globally recognized legacy that resonates with social impact, ensuring that aid for the youth and sustainability takes precedence in the company’s ethos.



Haier's vision is clear: to redefine the role of sports as a powerful instrument for good while crafting meaningful relationships that extend beyond the playing field and into societal upliftment.