LTA welcomes Haier as latest partner of British tennis
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We have today announced a three-year partnership with leading home appliance brand Haier that will run through to 2027.
Haier, the world’s leading brand in major home appliances for the past 16 consecutive years, will continue as an Official Partner of the LTA. Known for its innovation and commitment to excellence, Haier has been a driving force in promoting tennis globally. Its expansive tennis portfolio includes partnerships with the ATP, French Tennis Federation, and Tennis Australia, showcasing its dedication to the sport.
Building on its success, Haier will continue to drive tennis and padel participation in the UK, engaging with fans both on and off the court. In 2023, Haier launched the highly acclaimed marketing campaign titled ‘Play with the Number Ones’, emphasising the brand’s connection with tennis excellence. The campaign featured TV commercials aired on major broadcasters and digital platforms, as well as out-of-home displays globally.
In 2025, Haier and the LTA will collaborate to bring a distinct British flavour to this campaign, further strengthening their shared vision of making tennis accessible and inspiring both on and off the court.
Haier’s partnership with the LTA also aligns with its broader mission of connecting with communities through sport. By leveraging its innovative product range and global reach, Haier aims to inspire the next generation of tennis players and fans, fostering a culture of participation and passion for the game.
Chris Pollard, LTA Managing Director of Commercial and Operations said, “Haier is synonymous with innovation and excellence, fully committed to working with the LTA in making tennis more accessible, opening up our sport to make it more welcoming and enjoyable for more people across Great Britain.”
Diego Perrone, Managing Director of Haier UK & Ireland said, “Entering into a 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. 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."
