Haier has unveiled a web documentary series called the Road to Number 1
The premium brand is set to supplement its large appliances range with high-end TVs
Chinese brand Haier might not be as well-known as Hoover or Candy, which it also owns along with GE in the US, but the company is working hard to change all that. Its sports sponsorship is doing a lot for the brand, with a third year at the Roland-Garros tennis open in Paris being a prime example.
And, as an added bonus, Tennis fans will love the forthcoming documentary series, specially produced by Haier for the web, called Road to Number 1, directed by Max Gaggino, an award-winning director and former tennis coach.
It tracks the ups and downs of six tennis professionals in an emotional expose of just how hard this sport can be including an especially candid interview with former tennis number one Ana Ivanović, now a Haier Ambassador.
The move is seen as the perfect way to add a human edge to selling white goods and underlines how all of us, especially sports professionals, want something in their homes that just works.
“Sport has always been a universal language that brings people, cultures, and passions together. To Haier, each partnership is much more than an opportunity for visibility: it is a way to share our values of excellence, innovation, and closeness to people around the world,” said Neil Tunstall, CEO Haier Europe at Haier’s Roland-Garros press event.
