Haier Appliances India has continued its association as an Associate Partner on JioHotstar for the exclusive streaming of Wimbledon in India. This marks the company’s third consecutive partnership with the platform for the tournament.
The company said the collaboration is part of its Sport-o-Tainment strategy, which uses sports partnerships to connect with younger and premium consumer segments while expanding consumer engagement across markets. Haier added that tennis aligns with its “More Creation, More Possibilities” brand philosophy due to the sport’s global audience and premium fan base.
Haier has previously partnered with major sporting events including the TATA IPL, ICC Men’s Cricket World Cup, ICC Champions Trophy, Roland-Garros, ATP tournaments, the US Open, and the French Open. The company said it plans to continue expanding its Sport-o-Tainment portfolio through future sports partnerships.
Commenting on the partnership, NS Satish, CEO, Haier Appliances India, said,
At Haier India, we view sports as a powerful platform to create meaningful consumer experiences that extend beyond our products. Our renewed partnership with JioHotstar for the streaming of Wimbledon reflects this commitment, enabling us to connect with a premium, digitally savvy audience through one of the world’s most prestigious tennis tournaments.
As part of our Sport-o-Tainment strategy, we are leveraging the reach of world-class sports to strengthen brand affinity and foster deeper consumer engagement. This collaboration reinforces Haier’s position as an innovation-led lifestyle brand while bringing the excitement of Wimbledon closer to millions of Indian consumers.
Commenting on the partnership, Mr. Anup Govindan, Head of Revenue, JioStar Sports, said,
We are pleased to have Haier continuing its partnership for Wimbledon on JioHotstar for the third consecutive year. Arguably the crown jewel of the Grand Slams, Wimbledon is a global spectacle that transcends sport, steeped in unmatched tradition, and continues to draw a highly engaged, premium audience year after year. By bringing together the prestige of the hallowed grass courts and our extensive digital reach, this continued collaboration reflects the value we deliver to both our viewers and Haier.