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.
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.
The 2025 Australian Open will be held from 12 to 26 January.
