Haier has renewed its strategic partnership with the Australian Open (AO) for 2026. Returning to Melbourne Park, the company is utilizing the tournament to further its “Zero Distance” brand concept, aimed at bridging the gap between professional sports and smart home technology.
Fan Engagement and Coaching Clinics
To mark the 2026 launch, Haier invited fans globally to Melbourne for the event. The activation includes appearances by tennis figures such as Casey Dellacqua, Alicia Molik, and Tommy Haas. These former players are leading interactive coaching clinics and engaging with attendees on-site, providing fans with direct access to professional insights.
Strategic Brand Positioning
Haier’s current marketing approach, described as a “Sport-o-Tainment” strategy, is particularly focused on markets like India. This strategy seeks to blend sports with entertainment to deepen connections with younger demographics and premium consumers.
The campaign draws a thematic parallel between the role of a tennis umpire and household appliances. Just as an umpire acts as a “silent guardian” of fair play, the brand positions its appliances as the quiet, essential backbone of daily domestic life—present and functional without demanding constant attention.
ATP Tour Partnership
Beyond the Australian Open, Haier continues its role as a Gold Partner of the ATP Tour for the 2026 season. This partnership ensures brand visibility across major tournaments, including:
- On-court signage and product integration.
- Premium hospitality experiences.
- Digital exposure across ATP channels, which reach an online audience of approximately one billion.
“Future Champions” Program and Global Expansion
Following the conclusion of the Australian Open, Haier plans to roll out the “Future Champions” program, a broad initiative aimed at diverse sporting disciplines across multiple regions:
- Football: Launching youth tournaments in Southeast Asia, South Asia, the Middle East, Africa, and Japan. This will be complemented by celebrity friendlies in the UK featuring local club legends and fan festivals.
- Badminton: Continuation of the Haier Cup Badminton in Southeast Asia.
- Basketball: Introduction of the inaugural Haier Cup Basketball tournament to engage a wider demographic of young athletes.
Through this year-round engagement strategy, starting with the Australian Open as the primary launchpad, Haier projects the acquisition of over 100,000 new fans globally via the Haier Fans Club 2026.