Haier Shines at Australian Open 2026: Official Partner Elevates the Game with Smart Innovation and Purpose

Haier, the world’s No.1 major appliances brand for 17 consecutive years, continues its strategic partnership with the Australian Open (AO) in 2026, shining brightly on one of the world's most prestigious sporting stages. Returning to Melbourne Park, Haier is electrifying the tournament atmosphere, bridging the gap between elite athletic performance and the precision of smart home living to deliver a Zero Distance experience for fans globally.

This year, Haier’s presence transcends traditional branding, transforming the court into a dynamic platform for innovation and social impact.

Haier’s Sport-o-Tainment strategy in India is a powerful way the brand connects with both domestic and global audiences by blending sports passion with entertainment and brand engagement. By integrating sports into its marketing mix, Haier deepens emotional connections with youth, premium, and sports-savvy consumers, reinforces its innovation-first brand identity, and amplifies cultural relevance in India and on the world stage.

In an exciting display of precision, top-tier players aimed their shots at Haier appliances positioned directly on the court. Haier washing machines and dryers served as high-value targets, and all proceeds from this challenge were donated to the Australian Tennis Foundation. By integrating its products into the heart of the action, Haier demonstrated how the brand facilitates a "better life," ensuring that the excitement of the game also supports the local community.

Just as the umpire stands as a silent guardian of fair play, Haier’s appliances serve as the quiet backbone of millions of homes. Delivering "present yet unnoticed" performance, they serve as supporting actors in daily life while standing as the undisputed champion of industry innovation.

To mark the launch, Haier has invited passionate fans from around the world to Melbourne, bringing them closer to the excitement of the Grand Slam. This exclusive activation features appearances by tennis legends Casey Dellacqua, Alicia Molik, Tommy Haas, who will lead interactive coaching clinics and engage directly with fans on-site.

Haier’s commitment to tennis extends well beyond the Australian summer. As aGold Partner of the ATP Tour, Haier will continue to champion excellence throughout the 2026 season, with on-court brand visibility, premium hospitality experiences, and on site product integration across major tournaments, providing a global platform to showcase its latest smart living innovations. The brand will also benefit from exposure across ATP’s digital channels, reaching an online audience of more than one billion.

Following the Australian Open, Haier will roll out an ambitious "Future Champions" program, launchingyouth football tournamentsacross Southeast Asia, South Asia, the Middle East, Africa, and Japan. These initiatives will be complemented by celebrity football friendlies in the UK featuring local club legends, motivational workshops, and localized fan festivals. And Haier will continue its tradition of hosting the Haier Cup Badmintonin Southeast Asia, while introducing the inaugural Haier Cup Basketballtournament this year to engage a broader demographic of young athletes.

With the Australian Open as its launchpad, Haier projects to attract over100,000 new global fansthrough this year-round engagement strategy. The Haier Fans Club 2026 amplifies the brand's footprint, aligning it with the world’s most prestigious sporting events while promoting the vision of smart living to a global audience.

ABOUT HAIER INDIA

Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 16 consecutive years. Driven by the brand purpose of ‘More Creation, More Possibilities', Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands.

ABOUT HAIER GROUP 

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of "More Creation, More Possibilities", we are committed to co-create infinite possibilities for a better life with users, and to co-create infinite possibilities for industrial development with the ecosystem partners.

We've always been user centered, adhered to original technology and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers, 71 research institutes, 35 industrial parks, 143 manufacturing centers and a sales network of 230,000 nodes around the world. We are the world's only IoT Ecosystem Brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 5 consecutive years. We also retain the top position in Euromonitor's Global Major Appliances Brand for 15 consecutive years.

We have four listed companies, and our subsidiary Haier Smart Home is named among the Fortune's Global 500 and World's Most Admired Companies. Haier Smart Home was listed on Shanghai Stock Exchange A-share in 1993, CEINEX D-share in Frankfurt in 2018 and Hong Kong Stock Exchange H-share in 2020, is the only company that has achieved an "A+D+H" portfolio in global capital market. We have several global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, etc., to continuously create the best experience for our users.

We believe: More collaboration will happen when more boundaries are broken, and more valuable relationships are established. Only then will the future of the world be filled with infinite wonderful possibilities.