New Delhi: Haier, the world’s No. 1 brand in major home appliances , has reaffirmed its global Sport-o-tainment strategy by returning as the Official Partner of Roland-Garros for the third year in a row. In a move aimed at deepening audience engagement in India, Haier India has also become the official broadcasting partner of the French Open on SonyLIV, offering seamless access to the tournament across connected TVs and mobile devices.
The partnership is part of Haier’s ongoing effort to connect with premium, youth, and sports-focused audiences through high-impact global events. The brand continues to champion values of innovation, performance, and elegance—traits that mirror the spirit of Roland-Garros and are reflected in Haier’s smart appliances.
“This collaboration goes beyond visibility—it’s about synergy with a world-class platform that mirrors our values,” said NS Satish, President, Haier Appliances India. “As we evolve our Sport-o-tainment strategy, Roland-Garros becomes a powerful touchpoint to connect with new-age consumers seeking innovation and excellence.”
Haier has built a robust sport-centric marketing footprint, having partnered with top-tier tournaments including TATA IPL, ICC Cricket World Cup, ATP, US Open, Wimbledon, and past editions of Roland-Garros. These associations have helped the brand cut through in a highly competitive consumer durables space, reinforcing its premium positioning and cultural relevance.
