India, Jan 27: 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 a Gold 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, launching youth football tournaments across 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 Badminton in Southeast Asia, while introducing the inaugural Haier Cup Basketball tournament this year to engage a broader demographic of young athletes.
With the Australian Open as its launchpad, Haier projects to attract over 100,000 new global fans through 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.