ATP Tour
ATP & Haier lengthen world partnership by means of 2028
Haier will proceed because the Official House and Leisure Associate and a Gold Associate of the ATP Tour by means of 2028
September 05, 2025
CEO Haier Europe Neil Tunstall, CEO Haier Group Zhou Yunjie and ATP VP, Partnerships Rodolphe Tastet.
By Press Launch
The ATP has right this moment introduced a multi-year extension of its partnership with Haier, the world’s primary model in main dwelling home equipment*. Haier will proceed because the Official House and Leisure Associate and a Gold Associate of the ATP Tour by means of 2028.
The extension will see Haier proceed to obtain on-court model visibility, premium hospitality experiences and on-site product integration at choose ATP Tour occasions, offering a world platform to showcase its newest good dwelling improvements. The model will even profit from publicity throughout the ATP’s digital channels, reaching a world viewers of multiple billion followers every season.
From 2026 to 2028, Haier’s event portfolio will embody: the Plava Laguna Croatia Open Umag, ABN AMRO Open (Rotterdam), BMW Open by Bitpanda (Munich) and the celebrated season-ending Nitto ATP Finals in Turin – partnering with a complete of 12 ATP Tour occasions general.
The settlement was signed within the presence of Mr. Zhou Yunjie, Chairman of Haier Group, Neil Tunstall, CEO of Haier Europe, and Rodolphe Tastet, ATP Vice President, Partnerships.
Rodolphe Tastet, ATP Vice President, Partnerships mentioned: “Extending our partnership with Haier reveals the worth and affect of our collaboration to this point. Since becoming a member of forces in 2023, we’ve labored intently to showcase Haier’s premium expertise to the ATP’s world viewers. We’re proud to maintain constructing on that momentum, reinforcing our shared dedication innovation and excellence”.
Neil Tunstall, CEO, Haier Europe mentioned: “Extending our partnership with the ATP by means of 2028 is a pure step for Haier. Tennis embodies precision, efficiency and emotion—the identical ideas that information our premium, related dwelling options. This renewal, together with our presence at main tournaments and the Nitto ATP Finals in Turin, offers us a strong stage to showcase improvements that make on a regular basis dwelling smarter and extra sustainable, whereas elevating the fan expertise on and off the courtroom.”
ATP and Haier will have a good time the renewed partnership with a devoted joint panel: “Play with the Quantity Ones: Sport Sponsorship Evolution” held at Haier Europe sales space throughout IFA 2025 on Friday, fifth September.
The partnership extension varieties a part of Haier’s broader strategic engagement in tennis. Along with its presence on the ATP Tour, Haier can also be a sponsor of Roland Garros and the Australian Open, underlining its world footprint on the highest ranges of the game.
*Supply: Euromonitor Worldwide Restricted; Shopper Home equipment 2025, % unit share, 2024 quantity gross sales information
