Haier Brings Youth Tennis and Fan Engagement to Roland Garros 2026
On June 2, 2026, Haier, the world leader in the home appliance sector for 17 consecutive years, hosted a remarkable event at La Faisanderie, Stade Français in Paris. This was part of their ongoing commitment as an official partner of Roland Garros for the fourth consecutive year. The event featured the Haier Clay Court Open, a youth tennis tournament targeting talented players aged between 12 and 15 from the Paris region. In a fiercely competitive setting, participants had the opportunity to emulate the professional game on clay courts, with Victor de Bure and Victoria Andrieu claiming the titles in the singles competitions.
Wang Meiyan, Vice President and Brand Director of Haier Group, stated, 'The Haier Clay Court Open provides the best junior players in the greater Paris area with a competitive day on clay courts and tickets to the Roland Garros final. It sets a standard we uphold across all our sports partnerships.' The Haier Fan Club has become an integral part of their involvement with the tournament, aiming to bring the excitement of the event to fans throughout the city.
The tournament aligns with Haier's strategy to create memorable experiences that transcend mere brand visibility and generate tangible value for local communities. Throughout the Roland Garros 2026 event, Haier showcased their flagship line of smart home appliances, including refrigerators, wine coolers, dishwashers, laundry machines, and intelligent kitchen devices. This exhibition allowed visitors to interact directly with Haier's latest premium offerings, contributing to a wide experiential program encompassing brands all over the stadium and throughout Paris during the tournament.
From June 3, as part of a broader promotional effort, Haier will present a temporary installation at Place de la Concorde featuring a global photographic exhibition that highlights Haier's brand fan communities worldwide. In addition, as the official partner of both Paris Saint-Germain and Liverpool FC, Haier also organized interactive football-themed fan experiences directly onsite, effectively merging their tennis and football partnerships in one vibrant location in Paris.
Sport serves as a powerful strategic platform for brands, enabling them to authentically connect with consumers while embodying their core philosophies. By leveraging universal values such as excellence, perseverance, and human potential, sports create meaningful emotional connections that lift brand experiences far beyond traditional marketing. This philosophy is central to Haier's long-term sports marketing strategy.
For more than two decades, Haier has systematically built a diverse, multi-sport ecosystem that includes basketball, tennis, football, badminton, cricket, motorsports, hockey, volleyball, and others. Through strategic partnerships with major events, impactful brand activations, and lasting community initiatives, Haier has cultivated deep and authentic relationships with consumers in both global and local markets.
Aligning the brand with the spirit of competition and achievement strengthens Haier's position as a progressive, performance-oriented lifestyle brand, resonating with consumers who seek excellence in all aspects of life. To discover more exciting sports events by Haier, visit https://www.haier.com/global/.
Founded in 1984, Haier Group is a global leader in better living solutions and digital transformation, committed to "more creativity, more choices." The company boasts 10 research and development centers, 35 industrial parks, and 173 manufacturing sites, achieving global revenues of $59.8 billion in 2025. For eight consecutive years, Haier has ranked in the Kantar BrandZ Top 100 most valuable global brands. Moreover, Haier has maintained its number one position in the major appliance category in Euromonitor Global Major Appliances for 17 years in a row. Haier operates eight publicly listed companies, with Haier Smart Home featured in the Fortune Global 500 and recognized as one of the most admired companies in the world by Fortune magazine.
Wang Meiyan, Vice President and Brand Director of Haier Group, stated, 'The Haier Clay Court Open provides the best junior players in the greater Paris area with a competitive day on clay courts and tickets to the Roland Garros final. It sets a standard we uphold across all our sports partnerships.' The Haier Fan Club has become an integral part of their involvement with the tournament, aiming to bring the excitement of the event to fans throughout the city.
The tournament aligns with Haier's strategy to create memorable experiences that transcend mere brand visibility and generate tangible value for local communities. Throughout the Roland Garros 2026 event, Haier showcased their flagship line of smart home appliances, including refrigerators, wine coolers, dishwashers, laundry machines, and intelligent kitchen devices. This exhibition allowed visitors to interact directly with Haier's latest premium offerings, contributing to a wide experiential program encompassing brands all over the stadium and throughout Paris during the tournament.
From June 3, as part of a broader promotional effort, Haier will present a temporary installation at Place de la Concorde featuring a global photographic exhibition that highlights Haier's brand fan communities worldwide. In addition, as the official partner of both Paris Saint-Germain and Liverpool FC, Haier also organized interactive football-themed fan experiences directly onsite, effectively merging their tennis and football partnerships in one vibrant location in Paris.
Sport serves as a powerful strategic platform for brands, enabling them to authentically connect with consumers while embodying their core philosophies. By leveraging universal values such as excellence, perseverance, and human potential, sports create meaningful emotional connections that lift brand experiences far beyond traditional marketing. This philosophy is central to Haier's long-term sports marketing strategy.
For more than two decades, Haier has systematically built a diverse, multi-sport ecosystem that includes basketball, tennis, football, badminton, cricket, motorsports, hockey, volleyball, and others. Through strategic partnerships with major events, impactful brand activations, and lasting community initiatives, Haier has cultivated deep and authentic relationships with consumers in both global and local markets.
Aligning the brand with the spirit of competition and achievement strengthens Haier's position as a progressive, performance-oriented lifestyle brand, resonating with consumers who seek excellence in all aspects of life. To discover more exciting sports events by Haier, visit https://www.haier.com/global/.
About Haier Group
Founded in 1984, Haier Group is a global leader in better living solutions and digital transformation, committed to "more creativity, more choices." The company boasts 10 research and development centers, 35 industrial parks, and 173 manufacturing sites, achieving global revenues of $59.8 billion in 2025. For eight consecutive years, Haier has ranked in the Kantar BrandZ Top 100 most valuable global brands. Moreover, Haier has maintained its number one position in the major appliance category in Euromonitor Global Major Appliances for 17 years in a row. Haier operates eight publicly listed companies, with Haier Smart Home featured in the Fortune Global 500 and recognized as one of the most admired companies in the world by Fortune magazine.
Topics Sports）
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