The ATP-Haier extension covers activations at tournaments including the ATP Finals, Paris Masters, and Madrid Open. (ATP imagery)

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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.