Haier continues its strategic partnership with the Australian Open in 2026

Home appliance brand Haier has revealed it is continuing its strategic partnership with the Australian Open (AO) in 2026, maintaining significant presence on one of the world’s most prestigious sporting stages. Returning to Melbourne Park, Haier says it is 'bridging the gap between elite athletic performance and the precision of smart home living to deliver a Zero Distance experience for fans globally'.

This year, Haier’s presence transcends traditional branding, starting with a challenge for top-tier players. In an exciting display of precision, players aimed their shots at Haier appliances positioned directly on the court. Haier washing machines and dryers served as high-value targets, and all proceeds from this challenge were donated to the Australian Tennis Foundation. By integrating its products into the heart of the action, Haier says it demonstrated how the brand facilitates a 'better life', ensuring that the excitement of the game also supports the local community.

“As we embark on another exciting chapter with the Australian Open, we are inspired to bring the spirit of this world-class event to fans everywhere,” said Wang Meiyan, VP and chief brand officer of Haier Group. “In 2026, we are launching a comprehensive global roadmap that extends the excitement far beyond Melbourne. This initiative represents a year-long celebration of fan engagement, sports innovation, and technology, creating opportunities for communities across the globe to connect through their shared passion for sports.”

Haier’s commitment to tennis extends well beyond the Australian Open. As a Gold Partner of the ATP Tour, Haier will continue to champion excellence throughout the 2026 season, with on-court brand visibility, premium hospitality experiences, and on‑site product integration across major tournaments, providing a global platform to showcase its latest smart‑living innovations. The brand will also benefit from exposure across ATP’s digital channels, reaching an online audience of more than one billion.

Following the Australian Open, Haier will roll out an ambitious 'Future Champions' programme, launching youth football tournaments across Southeast Asia, South Asia, the Middle East, Africa, and Japan. These initiatives will be complemented by celebrity football friendlies in the UK featuring local club legends, motivational workshops, and localized fan festivals. And Haier will continue its tradition of hosting the Haier Cup Badminton in Southeast Asia, while introducing the inaugural Haier Cup Basketball tournament this year to engage a broader demographic of young athletes.