Men’s tennis’ top-tier ATP has extended its global commercial deal with Chinese consumer electronics company Haier through 2025.

The renewal means the brand will carry on as the ATP Tour’s home appliances partner and as a gold partner of the tour.

Haier and the ATP first partnered in April last year, at which point the brand also entered into a deal with the French Tennis Federation to cover the Roland-Garros clay-court grand slam event in Paris. That latter tie-up has also now been extended.

Haier will continue to “activate a global portfolio of partner tournaments via premium hospitality experiences, brand exposure, and fan engagement.”

These events will include the ATP Finals, Paris Masters, Madrid Open, Hamburg Open, Croatia Open, and the European Open.

The electronics firm will also use the ATP Tour’s digital platforms to promote its product range to fans.

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Earlier this month, the ATP extended a digital innovation partnership with Indian company Infosys until 2026.

The three-year partnership extension will continue to allow the ATP to utilize Infosys’ knowledge of digital technologies such as artificial intelligence, data analytics, and cloud technology.

It was recently reported that the Saudi Arabian Public Investment Fund has tabled a bid of $2 billion to unite the ATP and WTA (women’s) tours.

The offer, according to UK media, was presented to the heads of the nine ATP Masters 1000 tournaments (the top-tier events on that tour) earlier this month and reportedly has a 90-day expiration date.

These latest talks with the PIF come with the ATP and WTA already in discussions over a potential merger – the ATP currently brings in over double the revenue of the WTA.