PARIS,, June 8, 2025 / Prnewswire / – In a daring step to advance inclusive growth and engage the young generation, Haier, the world No. 1 brand in the main household appliances, officially launched the Haier Fans Cup in ParisMarking a strategic moment in the evolution of the world vision of Haier sports marketing.
Held during the fifteen Roland-Garros (Open of France) renowned France For a day of lively competition and cultural celebration. More than a tournament for young people, the initiative presented Haier’s vision to use sport as a bridge through generations, geographies and shared aspirations.
The event resulted on an exclusive opportunity for the winners to meet the former WTA number one champion Ana Ivanovic In the village of fans of Haier Roland-Garros, to inspire dreams and connect young athletes to world icons.
Strategic sponsorship anchored for
Co-organized by Haier and Open Stade Français, the Haier fans cup is based on the legacy of one of the France The most estimated junior tennis tournaments. Created in 1983 and part of the ITF junior circuit, Open Stade Français has long served as a competitive and development platform for emerging tennis talents.
The partnership allows young athletes of various horizons by offering classification opportunities, cultural exchanges and personal growth. Collaboration reflects an increasing accent among the global brands on the creation of a sustainable social impact through initiatives focused on young people.
ESG in action: to transform the goal into a tangible impact
Haier’s cutting fans is based on the conviction that sport can serve as a bridge, connecting individuals to communities and nourishing shared aspirations through generations. This philosophy aligns with the broader ESG vision of Haier, where sport becomes an inclusive development tool rather than a simple brand opportunity.
In EuropeHaier goes beyond business to defend social and environmental causes. HAS Milan The relay marathon, Haier Europe was one of the main fundraising of the event and supported the expansion of the two Spazi centers Donna MilanEnsure a safer and better future for women faced with difficult situations.
On the environmental level, Haier Europe focused on reducing waste and circular economy practices. In 2025, its manufacturing center in Eskişehir, Türkiyehas reached a recycling rate of 99% and received certification of zero waste from the discharge according to the DIN SPE 91436 standard. In the whole region, Haier Europe has reached an average recycling rate of waste of 98%, a result which highlights its operational commitment to sustainability. To encourage and support the circular economy and the culture of recycling and reuse, Haier has teamed up with Esosport, a service company that operates in waste management, by offering its employees the possibility of depositing their old shoes and tennis balls. These tennis shoes and balls will then become new playgrounds for children and tracks for athletes.
The brand’s social commitment also extends to the workplace. In 2025, Haier Europe was recognized as a better employer in the United Kingdom and Ireland And received the “Company for Generation Z” prize, organized by Radar Academy, a testimony to his commitment to promote an inclusive and stimulating workplace.
Basically, Haier thinks that sports serve as a vital bridge, connecting individuals to society and the environment. This philosophy is deeply rooted in the DNA of the Haier brand, where ESGs are not complementary modules but full forces at each stage beyond the game.
Sports and objective: to establish significant connections
Haier’s long -term commitment to world sports reflects a strategic approach to brand creation. It focuses on cultural relevance, community impact and sustainable growth.
Thanks to tennis, basketball partnerships, marathons and emerging areas such as ESPORT, HAIER uses sport not only as a communication channel, but as a platform to promote innovation, youth empowerment and responsible development.
Haier’s sports strategy transcends visibility. From home appliances to eco-conscious during international events to inclusive youth tournaments such as the Haier fans cut, each effort contributes to wider ESG objectives, to the positioning of sport as an inclusion, well-being and environmental consciousness.
In the front: Building an inheritance of inspiration and growth
In the future, Haier aims to deepen its role at the intersection of sport, innovation and social value. By investing in platforms that defend perseverance, equity and long -term progress, the brand seeks to cultivate a presence which is both admired on a global and socially impactful scale.
Source Haier Group
