Home appliance brand Haier has announced a three-year partnership with the Lawn Tennis Association (LTA) that will run until 2027, continuing its ongoing support of the sport.
In recent years, Haier has established itself as a major supporter of the global tennis community, as it already partners with the ATP Tour, French Tennis Federation and Tennis Australia.
The TLA is the national governing body of tennis across Great Britain, from grassroots participation through to the professional level. Haier says its collaboration with the association helps to underscore its commitment to fostering the growth of tennis, as well as padel – said to be the world’s fastest growing sport.
In 2023, Haier launched its successful “Play with the Number Ones” advertising campaign, which celebrated its connection to tennis excellence. This year, Haier says it will collaborate with the LTA to infuse the campaign “with a distinct British flavour”, to capture the unique energy and passion of UK tennis.
Haier says its involvement in the sport actively helps support community engagement by aiming to inspire the next generation of tennis players and fans. Using its global reach, the brand says its mission is to make tennis more accessible and inclusive for all.
“Entering into this partnership with the LTA is a natural progression for us as it follows on from our already strong presence and connection with tennis through the ATP and other tournaments,” explained Diego Perrone, managing director of Haier UK & Ireland.
“We are very proud to be partnering with the LTA and Haier’s focus will continue to drive participation in tennis in the UK. We look forward to building this partnership over the next three years and developing our association with tennis even further.”
Perrone stepped into the position of MD at Haier UK towards the end of last year, taking over the role from Neil Tunstall, who recently became CEO of Haier Europe.