APRIL 21 - MAY 4, 2025

Haier becomes Official Partner of the Mutua Madrid Open ATP & WTA tournament

Haier, the number one brand in the household appliances sector, will line up alongside the greatest tennis champions as Official Partner at the Mutua Madrid Open ATP & WTA tournament from the 22nd of April to 5th May.

Elegance, precision, and incredible performances are the qualities sought by tennis fans, numbering over 1 billion worldwide. These characteristics have made Haier role as Official Partner a natural fit, as the brand has always developed extraordinary experiences and tailored ecosystems.

For 2024 and 2025 tournaments, Haier will be the Official Partner of some of the most prestigious international tennis tournaments, supporting all the players that share the brand’s values: total dedication to achieving the highest levels of excellence and meticulous attention to every detail. To be the best in the world you need precision, dedication and impeccable style, characteristics found both in the greatest athletes and in Haier’s connected solutions.

“We are thrilled to join the most important Spanish tennis tournament” comments Xavier Rofes, Country Manager of Haier Smart Home Iberia. “Haier has always been synonymous with an experience that combines cutting-edge technology, premium design and tailor-made solutions designed according to consumers’ personal needs. To communicate these characteristics, we’ve chosen to join forces with the most prestigious tournaments in the tennis season, including the Madrid Mutua Open in Madrid. It is also a strategic moment to present ourselves to consumers and let them experience brand at 360 degrees.”

Gerard Tsobanian, CEO of the Mutua Madrid Open, spoke of his satisfaction with the deal: “We’re very excited about our new alliance with Haier. It’s an ideal collaborator for our event because it perfectly embodies the Mutua Madrid Open philosophy. We’re sure it will be very beneficial to both parties”.

Haier will enjoy special visibility courtside and will also have a boutique in the Fan Village with its hi-tech solutions. This space will feature the latest innovations such as the washing machine X Series 11 which stands out for its efficiency, the refrigerator FD 90 Series 7, the refrigerator with all the latest Fresh Techs and the OLED Haier TV C90 Series. Furthermore, Haier has installed over 215 TVs in Caja Mágica in order to provide the best image quality to see the tournament.

This partnership with the tennis world is perfectly aligned with Haier’s strategy to increasingly “Connect with the extraordinary” and with its target audience: consumers who favour elegant design, customisation, and top performance. Haier will also partner with top tier events for 2024 and 2025 including Roland-Garros, the Nitto ATP Finals, Rolex Paris Masters. Two ATP 500 tournaments: Hamburg Open and China Open; and two ATP 240 tournaments: Plava Laguna Croatia Open Umag and the European Open (Antwerp) are the events that complete Haier portfolio in tennis.