India, 03 June, 2025 – Haier, the world’s number one major home appliances brand*, proudly returns to Paris as the Official Partner of Roland-Garros for the third consecutive year, globally reinforcing its leadership in the Sport-o-tainment space. This collaboration aims to further strengthen Haier’s connection with premium audiences, youth, and sports enthusiasts by aligning with their passion for global sporting events and aspirational lifestyles. Through this association, Haier continues to uphold its core values of innovation, high performance, and competitive spirit, ideals that closely align with the essence of Roland-Garros. Haier India is the broadcasting partner of Roland Garros on SonyLIV across both connected TVs and mobile devices, providing viewers an immersive experience and seamless access to the live action.
The partnership between Haier and the major international tennis tournaments springs from a deep sharing of values, such as elegance, precision and the quest for top-level performance. These are the very qualities that distinguish both world-class tennis champions and Haier’s connected solutions: which embody a seamless blend of cutting-edge technology, uncompromising excellence, and sophisticated style.
Commenting on the partnership, Mr NS Satish, President, Haier Appliances India said, “We are extremely proud and excited to continue our association with Roland-Garros – one of the most prestigious tournaments in the global sporting calendar. This collaboration is not just about brand visibility – it’s about aligning with a world-class platform that mirrors our core values of precision, performance, and elegance. As we deepen our sport-o-tainment strategy, Roland-Garros serves as a strategic touchpoint to connect meaningfully with premium and next-gen consumers who value both innovation and excellence. We are confident that this partnership will continue to fuel brand affinity, drive cultural relevance, and strengthen our leadership in a fast-evolving market landscape.”
Over the years, Haier has strategically strengthened its unique Sport-O-Tainment marketing approach by forging strategic partnerships with major and popular sporting tournaments across the globe. Some of its successful collaborations include the TATA IPL, ICC Men’s Cricket World Cup, Champions Trophy, Roland-Garros 2023 and 2024, ATP, US Open, French Open, and Wimbledon. By expanding its associations across diverse sporting events, Haier has effectively connected with millions of passionate sports enthusiasts worldwide – establishing a bold and distinctive brand presence that sets it apart in the highly competitive consumer durables market.
