Haier's Vision: Bridging Generations Through Sport and Sustainability
June 9, 2025, 5:15 am
In the heart of Paris, where clay courts echo with the sounds of tennis, a new vision is taking shape. Haier, the world’s leading brand in major appliances, is not just about selling products. It’s about building connections. The recent launch of the Haier Fans Cup during the Roland-Garros tournament is a testament to this commitment. This initiative is more than a youth tennis tournament; it’s a bridge linking generations, cultures, and aspirations.
The Haier Fans Cup gathered under-14 tennis players from across France. These young athletes competed not just for trophies, but for dreams. The event culminated in a meeting with Ana Ivanovic, a former WTA champion. This moment was more than a photo op; it was a spark of inspiration. It connected young talent with global icons, reminding them that dreams are within reach.
Haier’s partnership with Roland-Garros is entering its third year. This collaboration is rooted in shared values: excellence, innovation, and resilience. Just as players must endure the challenges of clay, Haier has navigated the complexities of global markets. Their journey began in 1990, and after 25 years, they achieved financial self-balance overseas. This persistence mirrors the grit required on the tennis court.
But Haier’s vision extends beyond business. It’s about social impact. The Haier Fans Cup empowers young athletes from diverse backgrounds. It provides them with opportunities for growth, cultural exchange, and personal development. This aligns with Haier’s broader commitment to environmental, social, and governance (ESG) principles. The brand believes that sport can serve as a tool for inclusive development, not just a marketing strategy.
In Europe, Haier is stepping up its game. The company is championing social and environmental causes. At Milan’s Relay Marathon, Haier was a top fundraiser, supporting women in difficult situations through the Spazi Donna centers. On the environmental front, Haier’s manufacturing hub in Turkey achieved a remarkable 99% recycling rate. This commitment to sustainability is not just a checkbox; it’s a core value.
Haier’s approach to waste reduction is innovative. The partnership with Esosport allows employees to drop off old shoes and tennis balls. These items are transformed into playgrounds and tracks for children. This initiative promotes a culture of recycling and reuse, showing that sustainability can be fun and engaging.
The brand’s commitment to its employees is equally strong. In 2025, Haier Europe was recognized as a Top Employer in the UK and Ireland. It also received the "Company for Generation Z" award. This recognition highlights Haier’s dedication to creating an inclusive and empowering workplace. It’s not just about products; it’s about people.
Haier’s long-term engagement in global sports reflects a strategic approach to brand-building. The company uses sport as a platform to promote innovation, youth empowerment, and responsible development. This strategy goes beyond visibility. It’s about creating meaningful connections. Each initiative, from eco-conscious appliances to youth tournaments, contributes to broader ESG goals.
Looking ahead, Haier aims to deepen its role at the intersection of sport, innovation, and social value. The brand is investing in platforms that champion perseverance, equity, and long-term progress. This vision is not just about today; it’s about building a legacy of inspiration and growth.
The Haier Fans Cup is a shining example of this philosophy. It’s a celebration of youth, culture, and sustainability. It showcases how sport can unite people and foster shared aspirations. In a world often divided, Haier is building bridges.
As the clay courts of Roland-Garros witness fierce competition, they also serve as a backdrop for Haier’s commitment to a better future. The partnership is a powerful synergy of sport and purpose. It embodies the spirit of resilience and excellence that defines both tennis and business.
Haier’s journey in Europe is marked by deep localization and strategic expansion. The company’s 3-in-1 strategy—localized R&D, manufacturing, and marketing—enables it to respond effectively to local demands. This approach has propelled Haier’s steady rise across multiple European countries.
In France, Haier’s Langjing X11 washing machine exemplifies its commitment to innovation. It delivers significant energy savings, addressing rising energy concerns. This product is not just a machine; it’s a step toward a more sustainable future.
Haier’s presence at Roland-Garros is more than a sponsorship. It’s a commitment to promoting healthy lifestyles and advancing social responsibility. The immersive pop-up experience at the tournament showcased Haier’s latest advancements in sustainable technology. It brought ESG values to life, demonstrating that innovation and responsibility can go hand in hand.
From homes to communities, Haier is setting a new standard for global brands. The company is not just about appliances; it’s about creating a better world. Through sport, Haier is fostering connections that transcend boundaries. It’s a vision that inspires hope and drives change.
In conclusion, Haier’s approach is a masterclass in strategic brand-building. By linking sport with sustainability, the company is creating a legacy that resonates with the younger generation. The Haier Fans Cup is just the beginning. As Haier continues to innovate and inspire, it’s clear that the future is bright. The journey is ongoing, and the possibilities are endless.
The Haier Fans Cup gathered under-14 tennis players from across France. These young athletes competed not just for trophies, but for dreams. The event culminated in a meeting with Ana Ivanovic, a former WTA champion. This moment was more than a photo op; it was a spark of inspiration. It connected young talent with global icons, reminding them that dreams are within reach.
Haier’s partnership with Roland-Garros is entering its third year. This collaboration is rooted in shared values: excellence, innovation, and resilience. Just as players must endure the challenges of clay, Haier has navigated the complexities of global markets. Their journey began in 1990, and after 25 years, they achieved financial self-balance overseas. This persistence mirrors the grit required on the tennis court.
But Haier’s vision extends beyond business. It’s about social impact. The Haier Fans Cup empowers young athletes from diverse backgrounds. It provides them with opportunities for growth, cultural exchange, and personal development. This aligns with Haier’s broader commitment to environmental, social, and governance (ESG) principles. The brand believes that sport can serve as a tool for inclusive development, not just a marketing strategy.
In Europe, Haier is stepping up its game. The company is championing social and environmental causes. At Milan’s Relay Marathon, Haier was a top fundraiser, supporting women in difficult situations through the Spazi Donna centers. On the environmental front, Haier’s manufacturing hub in Turkey achieved a remarkable 99% recycling rate. This commitment to sustainability is not just a checkbox; it’s a core value.
Haier’s approach to waste reduction is innovative. The partnership with Esosport allows employees to drop off old shoes and tennis balls. These items are transformed into playgrounds and tracks for children. This initiative promotes a culture of recycling and reuse, showing that sustainability can be fun and engaging.
The brand’s commitment to its employees is equally strong. In 2025, Haier Europe was recognized as a Top Employer in the UK and Ireland. It also received the "Company for Generation Z" award. This recognition highlights Haier’s dedication to creating an inclusive and empowering workplace. It’s not just about products; it’s about people.
Haier’s long-term engagement in global sports reflects a strategic approach to brand-building. The company uses sport as a platform to promote innovation, youth empowerment, and responsible development. This strategy goes beyond visibility. It’s about creating meaningful connections. Each initiative, from eco-conscious appliances to youth tournaments, contributes to broader ESG goals.
Looking ahead, Haier aims to deepen its role at the intersection of sport, innovation, and social value. The brand is investing in platforms that champion perseverance, equity, and long-term progress. This vision is not just about today; it’s about building a legacy of inspiration and growth.
The Haier Fans Cup is a shining example of this philosophy. It’s a celebration of youth, culture, and sustainability. It showcases how sport can unite people and foster shared aspirations. In a world often divided, Haier is building bridges.
As the clay courts of Roland-Garros witness fierce competition, they also serve as a backdrop for Haier’s commitment to a better future. The partnership is a powerful synergy of sport and purpose. It embodies the spirit of resilience and excellence that defines both tennis and business.
Haier’s journey in Europe is marked by deep localization and strategic expansion. The company’s 3-in-1 strategy—localized R&D, manufacturing, and marketing—enables it to respond effectively to local demands. This approach has propelled Haier’s steady rise across multiple European countries.
In France, Haier’s Langjing X11 washing machine exemplifies its commitment to innovation. It delivers significant energy savings, addressing rising energy concerns. This product is not just a machine; it’s a step toward a more sustainable future.
Haier’s presence at Roland-Garros is more than a sponsorship. It’s a commitment to promoting healthy lifestyles and advancing social responsibility. The immersive pop-up experience at the tournament showcased Haier’s latest advancements in sustainable technology. It brought ESG values to life, demonstrating that innovation and responsibility can go hand in hand.
From homes to communities, Haier is setting a new standard for global brands. The company is not just about appliances; it’s about creating a better world. Through sport, Haier is fostering connections that transcend boundaries. It’s a vision that inspires hope and drives change.
In conclusion, Haier’s approach is a masterclass in strategic brand-building. By linking sport with sustainability, the company is creating a legacy that resonates with the younger generation. The Haier Fans Cup is just the beginning. As Haier continues to innovate and inspire, it’s clear that the future is bright. The journey is ongoing, and the possibilities are endless.