The Australian Open has announced a new partnership with Haier, the global home appliances brand, as its Official TV and Appliance Partner. The partnership, which was unveiled at a signing ceremony in Melbourne, will span over the next three years.

Haier aims to leverage this collaboration to highlight its smart home innovations, promising to deliver immersive fan experiences by integrating advanced technologies in home appliances with the thrill of world-class tennis.

"We are delighted to welcome Haier as an official partner of the Australian Open," said Cedric Cornelis, Tennis Australia Chief Commercial Officer. "Haier's dedication to innovation and quality aligns perfectly with the values of our sport and events. 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."

The partnership underscores Haier's commitment to sports and innovation. During the Australian Open, Haier plans to introduce unique brand experiences through both online and on-site actions. Furthermore, Haier also plans to support grassroots tennis clubs across Australia, as part of its push to get more people playing tennis.

"This partnership with the Australian Open marks a critical step in our globalisation efforts, showcasing our commitment to sports and innovation," said Li Huagang, Senior Vice President of Haier Group and Chairman and CEO of Haier Smart Home. "The Australian Open, as one of the four Grand Slam tournaments, aligns perfectly with Haier's commitment to bring consumers worldwide more creations and possibilities, as well as groundbreaking smart home solutions."