#Sustainability #USA #Paris #Haier #Ana Ivanovic

Haier's Commitment to Youth and Sustainability in Sports

In a significant move to foster inclusive growth and attract the younger generation, Haier, the world's leading home appliance brand, has officially launched the Haier Fans Cup in Paris. This strategic initiative marks a pivotal moment in Haier's global sports marketing vision.

Held during the world-renowned Roland-Garros tournament, the Haier Fans Cup brought together promising under-14 tennis players from across France for a day of spirited competition and cultural celebration. This event transcended being just a youth tournament; it encapsulated Haier's vision of utilizing sports as a bridge connecting generations, geographies, and shared aspirations.

The event concluded with an exclusive opportunity for the winners to meet former WTA number one champion Ana Ivanovic at the Haier Roland-Garros fan village, inspiring dreams and linking young athletes with global icons.

Strategic Sponsorship with a Purpose

Sponsored by Haier in collaboration with the Open Stade Français, the Haier Fans Cup builds on the legacy of one of France's most prestigious junior tennis tournaments. Since its inception in 1983, the Open Stade Français has provided a competitive and developmental platform for emerging tennis talents, empowering young athletes from various backgrounds by offering them opportunities for qualification, cultural exchange, and personal growth.

This partnership reflects the growing desire of global brands to create lasting social impact through youth-centered initiatives. Haier believes that sports can serve as a bridge, connecting individuals to communities and nurturing shared aspirations across generations. This philosophy aligns with Haier's broader ESG vision, positioning sports as a tool for inclusive development rather than merely a branding opportunity.

Making Tangible Impacts Through ESG Initiatives

In Europe, Haier goes beyond business involvement to champion social and environmental causes. At the Milan Relay Marathon, Haier Europe emerged as one of the top fundraisers, also supporting the expansion of the two Spazi Donna centers in Milan, providing a better and safer future for women facing challenging situations.

On the environmental front, Haier Europe focuses on waste reduction and circular economy practices. By 2025, its manufacturing center in Eskişehir, Turkey, achieved a recycling rate of 99%, earning the certification of Zero Waste to Landfill under the DIN SPEC 91436 standard. Throughout the region, Haier Europe maintains an impressive average waste recycling rate of 98%, underscoring its operational commitment to sustainability. To further promote the circular economy and the culture of recycling, Haier partnered with Esosport, a charity focused on waste management, inviting employees to donate their old tennis shoes and balls. These items are transformed into new play areas for children and sports courts for athletes.

Haier's social commitment extends to its workplace as well. In 2025, Haier Europe was recognized as a Top Employer in the UK and Ireland and honored with the 'Company for Generation Z' award by Radar Academy, showcasing its dedication to fostering an inclusive and empowering workplace.

Sports as a Vital Link

At its core, Haier believes that sports are a vital bridge connecting people to society and the environment. This philosophy is deeply embedded in Haier's DNA, where ESG principles are not mere additions but integral forces driving every step beyond the game.

Creating Meaningful Connections Through Sports and Purpose

Haier's long-term commitment to global sports reflects a strategic approach to brand building. It focuses on cultural relevance, community impact, and sustainable growth.

Through partnerships in tennis, basketball, marathons, and emerging areas like esports, Haier utilizes sports not just as a communication channel but as a platform to promote innovation, youth empowerment, and responsible development. The company's sports strategy transcends visibility; from eco-conscious appliances at international events to inclusive youth tournaments like the Haier Fans Cup, each effort contributes to broader ESG objectives, positioning sports as a vehicle for inclusion, well-being, and environmental awareness.

Looking Forward: Building a Legacy of Inspiration and Growth

Looking ahead, Haier aims to deepen its role at the intersection of sports, innovation, and social value. By investing in platforms that promote perseverance, equity, and long-term progress, the brand aspires to cultivate a presence admired globally and create a significant social impact.