Global home appliance leader Haier continues its partnership with the 2026 Australian Open (AO), transforming the Grand Slam venue into a stage for both smart innovation and fan engagement.
As an official tournament partner, Haier is connecting elite sports performance with modern home living, offering fans around the world a “Zero Distance” experience.
The brand’s innovative approach goes beyond traditional sponsorship, turning the tennis courts into a platform for entertainment, technology, and social responsibility.
During the tournament’s opening week, Haier introduced an on-court challenge unlike any seen before: top-tier players aimed at washing machines and dryers placed as high-value targets.
Every point scored translated into donations for the Australian Tennis Foundation, underscoring the company’s commitment to social impact.
Fans and media alike were captivated by the creative integration of appliances into a sporting event, showing how technology designed for everyday life can also serve as part of a dynamic, engaging experience.
Alongside on-court activities, Haier launched the “Up Your Home Game” campaign for fans worldwide. Participants could visit Haier’s website to search for a hidden tennis ball for a chance to win premium laundry packages.
The campaign highlighted Haier’s latest home technologies, including the Ultra Fresh Air laundry system, which keeps sportswear fresh, and ovens featuring Air Fry and Steam Assist Plus functions, demonstrating how smart appliances simplify healthy meal preparation.
By linking these innovations with the excitement of a Grand Slam, Haier emphasised the relevance of smart living in daily routines.
Haier Vice President and Chief Brand Officer Wang Meiyan said, “The Australian Open represents excellence in sport, and we aim to bring that excitement to fans worldwide,”
” In 2026, our global fan engagement roadmap extends from Melbourne to communities across Europe, Asia, and Africa, connecting people through shared passion for sports and technology.”
“We are proud to demonstrate how our products can enhance life both on and off the court.” Meiyan said.
To inaugurate this global initiative, Haier invited fans from around the world to Melbourne for exclusive brand experiences.
Tennis legends Casey Dellacqua, Alicia Molik, and Tommy Haas led interactive clinics, offering fans hands-on engagement with both the sport and the brand.
Behind-the-scenes tours showcased Haier’s smart home technology demonstrations, allowing attendees to explore how innovation supports performance, efficiency, and lifestyle improvement.
The activation provided a model for combining entertainment, education, and brand experience, strengthening global fan loyalty.
Beyond Melbourne, Haier’s year-long program will extend globally. Youth football tournaments will be held in Southeast Asia, South Asia, the Middle East, Africa, and Japan.
Celebrity football friendlies in the UK will involve local club legends, while additional fan festivals will engage communities across multiple regions.
Haier will continue its tradition of hosting the Haier Cup Badminton in Southeast Asia and will introduce the inaugural Haier Cup Basketball tournament this year to reach a wider audience.
The series of activities will culminate in the Haier Fans Club Ultimate Cup in Qingdao, China, uniting top youth athletes from football, basketball, and badminton competitions worldwide.
Through the Australian Open platform, Haier expects to engage over 100,000 new global fans.
By combining smart living, sports, and community impact, the brand is not only reinforcing its global leadership in home appliance innovation but also redefining the way fans experience and interact with both a sporting event and a lifestyle brand.
Haier’s integration of technology, entertainment, and philanthropy demonstrates how companies can create meaningful, long-term connections with consumers on a global scale.
