Haier becomes official partner of Australian Open

Chinese home appliances and consumer electronics producer Haier becomes the official TV and appliance partner of the Australian Open and Summer of Tennis events, the company announced on Monday at a ceremony in Melbourne.

Haier will collaborate with the Australian Open, one of the four Grand Slam tournaments, over the next three years to highlight its cutting-edge smart home innovations, according to a company statement.

The partnership with the Australian Open marks a critical step in Haier's globalization efforts, showcasing its commitment to sports and innovation, said Li Huagang, senior vice president of Haier Group and chairman and CEO of Haier Smart Home.

This collaboration will not only elevate the fan experience but also introduce cutting-edge technology that adds a fresh and dynamic dimension to the summer of tennis, said Craig Tiley, CEO of Tennis Australia.

"Haier's dedication to innovation and quality aligns perfectly with the values of our sport and events," Tiley said.

Haier will also support grassroots tennis clubs across Australia as part of the push to get more people playing tennis, according to the company.