Haier India committed 40% of their marketing budget to traditional media and 60% to digital channels in 2024. Haier India's Priyanka Sethi

In keeping with its sport-o-tainment marketing approach, Haier hopes to grow its customer base by funding elite athletic events across the globe. At the moment, it is competing in the T20 Cricket World Cup alongside Disney-Star. According to Haier India, the company acknowledges the profound influence of sports, especially cricket's ability to unite people from all backgrounds and unite them. Taking advantage of this opportunity, the company intends to strategically incorporate its brand into the digital landscape in order to strengthen its relationship with millions of cricket aficionados and supporters.Motivated by the younger generation and utilizing cutting-edge marketing techniques, the brand stated that it focuses on high-impact sports marketing to improve customer relationships, increase brand recognition, boost brand loyalty, and propel business expansion in the Indian market. Almost half of its marketing budget is allocated to digital, making it a primary area of concentration.The company had previously partnered with JioCinema for the IPL.

Additionally, it served as the Official Partner for the Roland-Garros tennis tournament. The company also announced the appointment of Ana Ivanovic as its worldwide sports brand ambassador. It clarified that this partnership demonstrates its commitment to the younger, sports-loving consumer niche and upholds its standard of quality. According to Haier, the partnership supports the company's objective of delivering performance through innovations and expanding chances for growth and engagement.In addition to the Roland-Garros Tournament, Haier has partnered with the Nitto ATP Finals, the Rolex Paris Masters, and the Mutua Madrid Open for tennis events in 2024 and 2025. Haier events' tennis portfolio is completed with the ATP 500 Hamburg Open competition and two ATP 250 events, the Playa Laguna Croatia Open Umag and the European Open (Antwerp).