In a courageous step to promote integrative growth and the integration of the younger generation, Haier, the world’s leading brand for large household appliances, officially launched the Haier Fans Cup in Paris. Haier thus marks a strategic milestone in the further development of his global sports marketing vision.
The Haier Fans Cup took place during the two -week duration of the world -famous tennis tournament Roland Garros (French Open) and brought together promising tennis players under the age of 14 from France to a day full of exciting competitions and cultural highlights. This initiative was more than just a youth tournament: it illustrated the vision of Haier to use sport as a bridge between generations, regions and common goals.
The highlight of the event was an exclusive opportunity for the winners to meet the former WTA number 1 player Ana Ivanovic in the Haier Roland Garros fan village to inspire dreams and bring young athletes together with global role models.
A strategic sponsoring based on a clear goal
The Haier Fans Cup, which was jointly organized by Haier and Open Stade Français, continues the tradition of one of the most renowned junior tennis tournaments in France. The Open Stade Français, founded in 1983, is part of the ITF Junior Circuit and has long served as a competition and development platform for aspiring tennis talents.
The partnership promotes young athletes with different backgrounds by offering them opportunities for ranking, for cultural exchange and personal development. Cooperation reflects the increasing importance of the global brands of creating a sustainable social effect through youth -oriented initiatives.
ESG in action: make the tangible results from intentions
The Haier Fans Cup is based on the conviction that sport can serve as a bridge to combine people and promote common goals over generations. This philosophy is in line with the more comprehensive ESG vision of Haier, in which sport is not only regarded as a possibility of branding, but as an instrument for integrative development.
In Europe, Haier is committed to social and ecological concerns beyond the actual business. At the Milan Square Marathon, Haier Europe was one of the most successful fundraisers of the event and supported the expansion of the two Spazi Donna centers in Milan to enable women in difficult situations to make a safer and better future.
In the area of the environment, Haier Europe has focused on waste reduction and circular economy. In 2025, the production center in Eskişehir, Turkey, reached a recycling rate of 99 % and received the certification “Zero Waste to Landfill” in accordance with the DIN Spec 91436 standard. In the entire region, Haier Europe has reached an average waste recycling rate of 98 %, a result that underlines the operational commitment of the company for sustainability. In order to promote and support the circular economy and the culture of recycling and reuse, Haier has closed a partnership with eSOSPORT, a non -profit company that works in the field of waste management. As part of this partnership, employees can hand in their old shoes and tennis balls. These shoes and tennis balls then become new playgrounds for children and career for athletes.
The brand’s social commitment also extends to the workplace. In 2025, Haier Europe was awarded the top employer in Great Britain and Ireland and received the “Company for Generation Z” award organized by the Radar Academy, which recognizes the company’s commitment to promote an integrative and motivating work environment.
Haier is convinced that sport represents an important bridge between the individual, society and the environment. This philosophy is deeply anchored in the DNA of the Haier brand, where ESG is not additional services, but integral forces that drive every step beyond the game.
Sport and purpose: establish meaningful connections
Haier’s longstanding commitment in global sport reflects a strategic approach to the brand structure. The focus is on cultural relevance, effects on the community and sustainable growth.
Through partnerships in tennis, basketball, marathon and in aspiring areas such as E-Sport, Haier uses sport not only as a communication channel, but also as a platform to promote innovation, youth promotion and responsible development.
Haier’s sports strategy goes beyond pure visibility. From environmentally friendly devices at international events to inclusive youth tournaments such as the Haier Fans Cup, every measure contributes to more comprehensive ESG goals and positions sport as a means for inclusion, well-being and environmental awareness.
Look into the future: build a legacy of inspiration and growth
For the future, Haier is striving to further expand his role at the interface of sport, innovation and social value. By investing in platforms that are committed to perseverance, justice and long -term progress, the brand strives to build a presence that is both valued worldwide and influences socially.
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