Beyond the Game: Haier Vision for Youth and Sustainability
Held during the world-renowned Roland-Garros (French Open) fortnight, the Haier Fans Cup brought together promising under-14 tennis players across France for a day of spirited competition and cultural celebration. More than a youth tournament, the initiative showcased Haier's vision of using sport as a bridge across generations, geographies, and shared aspirations.
The event culminated in an exclusive opportunity for the winners to meet former WTA Number one champion Ana Ivanovic at Haier Roland-Garros fans village, to inspire dreams and connect young athletes with global icons.
A Strategic Sponsorship Anchored in Purpose
Co-hosted by Haier and Open Stade Français, the Haier Fans Cup builds on the legacy of one of France's most esteemed junior tennis tournaments. Established in 1983 and part of the ITF Junior Circuit, Open Stade Français has long served as a competitive and developmental platform for emerging tennis talent.
The partnership empowers young athletes from diverse backgrounds by providing ranking opportunities, cultural exchange, and personal growth. The collaboration reflects a growing emphasis among global brands on creating lasting social impact through youth-focused initiatives.
ESG in Action: Turning Purpose into Tangible Impact
The Haier Fans Cup is grounded in the belief that sport can serve as a bridge, linking individuals to communities and nurturing shared aspirations across generations. This philosophy aligns with the broader ESG vision of Haier, where sport becomes a tool for inclusive development rather than a mere branding opportunity.
In Europe, Haier steps beyond business to champion social and environmental causes. At Milan's Relay Marathon, Haier Europe was one of the top fundraisers of the event and has provided support to the expansion of the two Spazi Donna centers in Milan, ensuring a safer and better future for women facing difficult situations.
On the environmental front, Haier Europe has focused on waste reduction and circular economy practices. In 2025, its manufacturing hub in Eskişehir, Turkey, achieved a recycling rate of 99% and received the Zero Waste to Landfill certification under the DIN SPEC 91436 Standard. Across the region, Haier Europe has achieved an average waste recycling rate of 98%, a result that underlines its operational commitment to sustainability. To encourage and support the circular economy and the culture of recycling and reuse, Haier partnered with Esosport, a benefit corporation that operates in waste management, by providing its employees the opportunity to drop off their old shoes and tennis balls. These shoes and tennis balls will then become new playgrounds for children and tracks for athletes.
The brand's social engagement also extends to the workplace. In 2025, Haier Europe was recognized as a Top Employer in the UK & Ireland and received the "Company for Generation Z" award, organized by Radar Academy, a testament to its commitment to fostering an inclusive and empowering workplace.
At its core, Haier believes that sports serve as a vital bridge, linking individuals to society and the environment. This philosophy is deeply embedded in Haier brand DNA, where ESG are not add-ons but integral forces driving every step beyond the game.
Sports and Purpose: Building Meaningful Connections
Haier's long-term engagement in global sports reflects a strategic approach to brand-building. It focuses on cultural relevance, community impact, and sustainable growth.
Through partnerships in tennis, basketball, marathons, and emerging areas such as esports, Haier uses sport not just as a communication channel, but as a platform to promote innovation, youth empowerment, and responsible development.
Haier's sports strategy transcends visibility. From eco-conscious appliances at international events to inclusive youth tournaments like the Haier Fans Cup, each effort contributes to broader ESG goals, positioning sport as a vehicle for inclusion, wellbeing, and environmental awareness.
Moving forward, Haier aims to deepen its role at the intersection of sport, innovation, and social value. By investing in platforms that champion perseverance, equity, and long-term progress, the brand seeks to cultivate a presence that is both globally admired and socially impactful.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Korea Herald
4 days ago
- Korea Herald
Multinational Enterprises in Shandong: Interview with Renowned Qingdao Brands
QINGDAO, China, Aug. 6, 2025 /PRNewswire/ -- A report from iqingdao. Recently, New Ages • New Opportunities —— Multinational Enterprises in Shandong: Interview with Renowned Qingdao Brands was successfully held in Qingdao. A total of 20 central and provincial mainstream media were invited to visit renowned Qingdao enterprises and explore the practices of multinational enterprises in Shandong, such as Haier, Hisense, China Movie Metropolis and Qingdao Port. At Haier, journalists visited the application of "AI + Manufacturing" on the COSMO Industrial Internet Platform. At Hisense, they delved into cutting-edge technologies, such as MiniLED TVs and laser TVs. At Qingdao Port, they witnessed "super projects", like the 400,000-ton ore terminal. At China Movie Metropolis, they explored the world's largest underwater production center. Through on-site interviews, the event comprehensively showcased Shandong achievements in industrial innovation, intelligent manufacturing, and other fields, providing rich material for telling the stories of multinational enterprises' development in Shandong.
Korea Herald
19-06-2025
- Korea Herald
Haier Ranks First in Industry on the Top 50 2025 Chinese Global Brand Builders List, Maintains Top 10 Position for 9 Consecutive Years
LINGSHUI, China, June 19, 2025 /PRNewswire/ -- Haier has once again secured the top position in the home appliance category on the prestigious Top 50 2025 Chinese Global Brand Builders List, jointly released by Google and Kantar BrandZ. This marks the third consecutive year Haier has led the industry category and the ninth consecutive year it has remained among the top 10 Chinese global brands, further solidifying its global brand influence. Recognized as one of the most authoritative global brand valuation systems, the Top 50 2025 Chinese Global Brand Builders list covers 11 major global markets, including the U.S., U.K., France, Japan, and India, and evaluates brands across 15 key categories, such as home appliances, consumer electronics, and automotive. The ranking is based on a robust methodology that combines Google Surveys, Google Search Index, and Kantar's BrandZ database, the world's largest brand analytics platform. Haier's global success stems from decades of strategic commitment to long-term growth and independent branding. Back in the 1990s, instead of OEM export like other manufacturers, Haier took a different path, insisting on developing its own brand and entering mature markets, such as Europe and the U.S., before expanding to developing regions, including Southeast Asia, the Middle East, and Africa. This journey, grounded in reinvestment and sustainable growth, enabled Haier to achieve financial self-sufficiency in overseas markets by 2016. To this end, Haier established a globally integrated 3-in-1 strategy (localized R&D, manufacturing, and marketing) to precisely meet the diverse needs of users across different regions. For instance, in regard to energy scarcity and high prices in Europe, the Haier X11 washing machine was launched with its eco-friendly technology features and enhanced energy-saving capabilities, offering 60% energy savings compared to Europe's rigorous A-class standards. Throughout its globalization journey, Haier has also actively partnered with prestigious tennis tournaments, including Roland-Garros, ATP Tour, Australian Open, and China Open, leveraging the premium sports IPs that resonate deeply with global sports fans and high-end consumers. These collaborations reinforce Haier's brand image of "cutting-edge innovation" and "premium lifestyle" in the minds of consumers worldwide. In 2024, Haier Group reported global revenue of USD 55.9 billion, an 8% year-on-year increase, and total global profit of USD 4.2 billion, up 13% year-on-year. Haier Smart Home's overseas revenue now accounts for over 50% of its total business, reflecting the company's solid global positioning. As one of the first Chinese enterprises to establish a global brand presence, Haier has been ranked No.1 Major Appliances Brand for 16 consecutive years according to Euromonitor, demonstrating a sustainable and powerful global competitive advantage. To date, Haier has established its presence in over 200 countries and regions around the world, achieving leading market positions in key countries including China, the United States, and New Zealand. In Europe, Haier continues to lead across multiple core markets. In Japan, the combined market share of the Haier and AQUA brands ranks No.1 in the refrigeration category. In Southeast Asia, Haier holds the No.1 overall market share. In Thailand, it ranks No.1 in white goods, chest freezers, and air conditioners. In Vietnam, Haier is No.1 in refrigerators and washing machines, while in Malaysia, it leads in both residential air conditioners and chest freezers. The brand has entered the top three in nine major markets such as India and Italy, and ranks among the top five in countries including the United Kingdom and the Philippines. With Haier's long-term and unwavering commitment to the "3-in-1" strategy, integrating an empowered localized approach and continuous product innovation, the brand aims to create a better life for users around the world.
Korea Herald
08-06-2025
- Korea Herald
Beyond the Game: Haier Vision for Youth and Sustainability
PARIS, June 8, 2025 /PRNewswire/ -- In a bold step to advance inclusive growth and engage the younger generation, Haier, the world's No.1 brand in major appliances, officially launched the Haier Fans Cup in Paris, marking a strategic moment in evolving global sports marketing vision of Haier. Held during the world-renowned Roland-Garros (French Open) fortnight, the Haier Fans Cup brought together promising under-14 tennis players across France for a day of spirited competition and cultural celebration. More than a youth tournament, the initiative showcased Haier's vision of using sport as a bridge across generations, geographies, and shared aspirations. The event culminated in an exclusive opportunity for the winners to meet former WTA Number one champion Ana Ivanovic at Haier Roland-Garros fans village, to inspire dreams and connect young athletes with global icons. A Strategic Sponsorship Anchored in Purpose Co-hosted by Haier and Open Stade Français, the Haier Fans Cup builds on the legacy of one of France's most esteemed junior tennis tournaments. Established in 1983 and part of the ITF Junior Circuit, Open Stade Français has long served as a competitive and developmental platform for emerging tennis talent. The partnership empowers young athletes from diverse backgrounds by providing ranking opportunities, cultural exchange, and personal growth. The collaboration reflects a growing emphasis among global brands on creating lasting social impact through youth-focused initiatives. ESG in Action: Turning Purpose into Tangible Impact The Haier Fans Cup is grounded in the belief that sport can serve as a bridge, linking individuals to communities and nurturing shared aspirations across generations. This philosophy aligns with the broader ESG vision of Haier, where sport becomes a tool for inclusive development rather than a mere branding opportunity. In Europe, Haier steps beyond business to champion social and environmental causes. At Milan's Relay Marathon, Haier Europe was one of the top fundraisers of the event and has provided support to the expansion of the two Spazi Donna centers in Milan, ensuring a safer and better future for women facing difficult situations. On the environmental front, Haier Europe has focused on waste reduction and circular economy practices. In 2025, its manufacturing hub in Eskişehir, Turkey, achieved a recycling rate of 99% and received the Zero Waste to Landfill certification under the DIN SPEC 91436 Standard. Across the region, Haier Europe has achieved an average waste recycling rate of 98%, a result that underlines its operational commitment to sustainability. To encourage and support the circular economy and the culture of recycling and reuse, Haier partnered with Esosport, a benefit corporation that operates in waste management, by providing its employees the opportunity to drop off their old shoes and tennis balls. These shoes and tennis balls will then become new playgrounds for children and tracks for athletes. The brand's social engagement also extends to the workplace. In 2025, Haier Europe was recognized as a Top Employer in the UK & Ireland and received the "Company for Generation Z" award, organized by Radar Academy, a testament to its commitment to fostering an inclusive and empowering workplace. At its core, Haier believes that sports serve as a vital bridge, linking individuals to society and the environment. This philosophy is deeply embedded in Haier brand DNA, where ESG are not add-ons but integral forces driving every step beyond the game. Sports and Purpose: Building Meaningful Connections Haier's long-term engagement in global sports reflects a strategic approach to brand-building. It focuses on cultural relevance, community impact, and sustainable growth. Through partnerships in tennis, basketball, marathons, and emerging areas such as esports, Haier uses sport not just as a communication channel, but as a platform to promote innovation, youth empowerment, and responsible development. Haier's sports strategy transcends visibility. From eco-conscious appliances at international events to inclusive youth tournaments like the Haier Fans Cup, each effort contributes to broader ESG goals, positioning sport as a vehicle for inclusion, wellbeing, and environmental awareness. Moving forward, Haier aims to deepen its role at the intersection of sport, innovation, and social value. By investing in platforms that champion perseverance, equity, and long-term progress, the brand seeks to cultivate a presence that is both globally admired and socially impactful.
