Chinese consumer electronics company Haier has been unveiled as the new official TV and appliance partner of the Australian Open hard-court tennis grand slam and the country’s Summer of Tennis events.
As part of the three-year deal, Haier will collaborate with the Australian Open to deliver fan experiences with the integration of its products through both online and on-site activations.
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Additionally, Haier will support tennis clubs across Australia as part of a push to get more people playing the sport.
Craig Tiley, chief executive of Tennis Australia, added: “We are delighted to welcome Haier as an official partner of the Australian Open. This collaboration will not only elevate the fan experience but also introduce cutting-edge technology that adds a fresh and dynamic dimension to the summer of tennis.”
Water brand Waterdrop was recently signed up as a sponsor of the Australian Open in a multi-year deal.
Other commercial sponsors already confirmed for next year’s championships include Rolex, Chubb, Kia, Chemist Warehouse, and Dunlop.
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By GlobalDataThe 2025 Australian Open will be held from 12 to 26 January.
