Haier Appliances India has come on board as the ‘Associate Partner’ for Wimbledon’s exclusive streaming on JioHotstar, marking the brand’s third consecutive year of partnering with the platform to reach premium sports audiences globally. Tennis, with its elite, global fan base, aligns naturally with Haier’s push toward premium positioning.
The tie-up is part of Haier’s ongoing “Sport-o-Tainment” strategy, through which the brand has consistently used marquee sporting properties to build organic connections with younger, affluent consumers.
NS Satish, CEO, Haier Appliances India, said the brand views sports as more than a promotional platform – calling it a way to build consumer experiences that go beyond products. He noted that the renewed Wimbledon association helps Haier engage a digitally savvy, premium audience while reinforcing its identity as an innovation-led lifestyle brand.
Anup Govindan, Head of Revenue, JioStar Sports, called Wimbledon the “crown jewel” of Grand Slams, highlighting its ability to draw a highly engaged, premium viewership year after year. He added that the continued collaboration with Haier reflects the value both sides derive from combining Wimbledon’s prestige with JioHotstar’s digital reach.
Haier’s sporting portfolio already spans properties like the TATA IPL, ICC Men’s Cricket World Cup, Champions Trophy, Roland-Garros, ATP, US Open and French Open – positioning it as one of the few consumer durables brands consistently investing in global sporting events.
Going forward, Haier India said it will continue expanding its Sport-o-Tainment portfolio, deepening engagement through strategic, premium sporting partnerships.
