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Haier Smart Home’s AQUA debuts at 2024 World Figure Skating Championships

As the number one global brand in the home appliance industry, Haier Smart Home actively cooperates with various large-scale sports events around the world to deeply expand its brand influence. On March 18, local time, the 2024 World Figure Skating Championships kicked off in Montreal, Canada, where top figure skaters from various countries competed fiercely. AQUA, a subsidiary of Haier Smart Home, made its debut at the competition as an official partner. This is another major international event sponsored by Haier Smart Home in 2024 after becoming the official partner of the Badminton World Federation in Southeast Asia in 2024-2025 and renewing its contract with the “Grand Slam” Roland Garros and the ATP World Tour.

The World Figure Skating Championships are organized by the International Skating Union (ISU) and are one of the four top figure skating events in the world. The first competition was held in 1896 and has a history of more than 100 years. Figure skating, with its unique artistic charm and competitive value, has attracted the attention and love of global audiences, with a wide audience and extensive media coverage. The 2023 event will be broadcast by 868 programs in 21 countries, with extremely high exposure.

AQUA is able to cooperate with this event because of its leading brand strength. As a high-end brand under Haier Smart Home, AQUA has achieved excellent results in many countries and established a strong user base with its leading products based on the differentiated needs of users. In Japan, Haier and AQUA are top 1 in terms of combined share of ice-cold washing machines; in Vietnam, AQUA is top 1 in the washing machine market; in Indonesia, AQUA is growing twice as fast as the industry.

The powerful alliance between AQUA and the World Figure Skating Championships will undoubtedly achieve mutual communication and win-win cooperation between the two parties. It will not only further demonstrate the AQUA brand heritage and brand strength on a global scale, enhance its brand influence and popularity, but also attract more people. Many people pay attention to figure skating and promote the prosperity and development of this sport.

This sponsorship is part of Haier Smart Home’s global sports marketing. In the process of creating a global brand, Haier Smart Home has actively promoted sports marketing with a global perspective and has appeared in international competitions many times. In Europe, Haier Smart Home has twice become the official partner of the “Grand Slam” Roland Garros and the ATP, two top tennis events; in Southeast Asia, Haier Smart Home has become the official partner of the 2024-2025 Badminton World Federation in Southeast Asia; in Saudi Arabia , Haier Smart Home debuted in the Dakar Rally as the only Chinese home appliance brand. Benefiting from the influence of the event, Haier Smart Home’s global reputation has increased significantly, and the globalization strategy has accelerated. Among them, in Europe, Haier’s European brand will be exposed online and offline to 1.19 billion people in 2023, and its brand awareness and local price index will both increase.

In addition to sponsoring sports events, Haier Smart Home has used diversified means to enhance brand competitiveness and consolidate its global leadership position on the basis of localization construction and technological innovation during its global layout. In the past year alone, Haier Smart Home has not only established brand stores in Malaysia, Laos, Saudi Arabia and other countries, but also appeared in large-scale exhibitions such as China Mechanical and Electrical Products Brand Exhibition, IFA in Germany, and KBIS in the United States to showcase its advantages. In addition, Haier Smart Home actively practices ESG around the world and fulfills its social responsibilities and establishes a high-quality brand reputation through a series of public welfare activities such as donating food to disaster areas and caring for seriously ill children.

Through multi-dimensional brand building, Haier Smart Home has established itself as a leading brand on the global stage, and its good brand reputation will also feed back its global market performance growth. According to data from Euromonitor International, an authoritative market research organization, Haier will rank first in the global retail volume of large home appliance brands for the 15th consecutive year in 2023. In the future, in the process of globalization, Haier Smart Home will continue to deepen its sports marketing strategy, promote brand development in a more diversified way, broaden brand boundaries, and push global achievements to new heights.


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