ATP Journey
ATP & Haier expands global partnership to 2028
Haier will continue to serve as a formal family and entertainment partner, as well as a gold medal partner for the 2028 ATP Tour
September 5, 2025
CEO Haier Europe Neil Tunstall, CEO Haier Group Zhou Yunjie and ATP Vice President Rodolphe Tastet.
Passed by a press release
ATP today announced the multi-year extension of its partnership with Haier, the number one in the world’s largest household appliances*. Haier will continue to serve as a formal family and entertainment partner, as well as a golden partner for the 2028 ATP Tour.
The extension will allow Haier to continue its live brand awareness, premium hotel experience and on-site product integration at Select ATP Tour Events, providing a global platform to showcase its latest smart living innovations. The brand will also benefit from exposure from the ATP digital channel, attracting a global audience of more than 1 billion fans each season.
From 2026 to 2028, Haier’s match combination will include: Plava Laguna Croatia Open Umag, Abn Amro Open (Rotterdam), BMW (Munich) and BMW Open, Bitpanda (Munich) and the famous Season-Season-Season-Ending Nitto Nitto ATP ATP Finals all teamed up with TURIN in Turein (Tunin), with a total of 12 ATP Tour Everts.
The agreement was signed in the presence of Haier Group Chairman and CEO of Haier Europe, Neil Tunstall, and Mr. Zhou Yunjie, Vice President of the Partnership ATP.
Rodolphe Tastet, Vice President of ATP, Partnership “The expansion of the partnership with Haier demonstrates the value and impact of our collaboration to date. Since joining together in 2023, we have been carefully demonstrating Haier’s quality technology to the global audience of ATP. We are proud to continue to build this momentum and strengthen our shared commitment to innovation and excellence.”
Neil Tunstall, CEO of Haier Europe “Making up on our partnership with ATP to 2028 is a natural step for Hayer. Tennis embodies the same principles that guide our quality, connected family solutions. This renewal, including our presence in the leading game and in Turin’s Nitto ATP Finals, provides you with a strong stage in Turein, allowing you to innovate and work more on a daily basis, and continue to innovate and more on a range.
ATP and Haier will celebrate the new partnership with a dedicated joint group: “Play with Number One: Sports Sponsorship” at IFA 2025 at Haier Europe Booth.
The partnership expansion forms part of Haier’s broader strategic engagement in tennis. In addition to its presence on the ATP Tour, Haier is also a sponsor of Roland Garros and the Australian Open, highlighting its global footprint at the highest level of the sport.
*Source: Euromonitor International Limited; Consumer Devices 2025, % Unit Share, Quantity Sales Data in 2024
