The Mutua Madrid Open is one of the most important tennis events of the year. Each edition, the Caja Mágica fills with thousands of spectators, with dozens of brands making an appearance. This year, Haier has chosen another way to make itself visible: for the public to truly experience innovation, precision, and social commitment.
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To prove that it plays with the number 1s on and off the court, Haier has turned its presence into an experiential activation combining precision challenges, the participation of ambassadors like Ana Ivanovic, and charitable actions in collaboration with the Pequeño Deseo Foundation.
A precision challenge with more than 1,400 participants
The main activation at the tournament has been the Haier Precision Challenge. The mechanics were simple: three throws at a marked target, accumulation of points, and prizes for the best results. With an important addition: each participation generated points that were added up to make a donation, taking advantage of the large audience.
Between Madrid and Barcelona (where Haier was also present at the Open Banc Sabadell – Trofeo Conde de Godó), more than 1,400 people signed up for the challenge, playing, competing, and sharing an experience that connects the brand’s values with the social component of the event.
Ambassadors and a chocolate replica of the trophy
Haier has worked with Ana Ivanovic, former world number one tennis player and Roland Garros winner, as the brand ambassador. On this occasion, the company also collaborated with former footballers Eneko Fernández and Miguel Torres, ambassador of LALIGA.
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The highlight, however, was signed by David Pallàs with an exact replica of the Mutua Madrid Open trophy, entirely sculpted in chocolate and achieved exclusively with Haier technology. The idea was to transfer the precision required by a sport like tennis to pastry making, which does not allow the slightest error. Once finished, the piece with the intricate shape of the original trophy was shared on social media, involving users in the activation.
Social commitment as a cornerstone of the experience
In addition to the donations from the Precision Challenge, Haier has collaborated with the Pequeño Deseo Foundation to provide unique moments to children with serious illnesses. During the tournament, these children and their families enjoyed the Mutua Madrid Open from the VIP boxes, sharing a special experience together that they will hardly forget.
Haier and tennis, the same philosophy of perfection
Haier did not choose tennis by chance. The values of elite sport coincide with those the brand applies to each of its products: precision, performance, and innovation. An elite tennis player trains thousands of hours to control every shot with millimetric accuracy. A Haier appliance is designed to respond with the same precision.
As a global leader in smart home according to Euromonitor International, with more than 10 million users in Europe, Haier plays with the number 1s of Spanish tennis through its sponsorships of the Torneo Conde de Godó and the Mutua Madrid Open. And it does so on the court, with its presence at the tournament, and off it, bringing these values of precision and innovation to the home.
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