Haier renews JioHotstar partnership for Wimbledon streaming

MUMBAI: This summer, Haier isn’t serving aces on the court, it’s serving up another shot at premium audiences. Haier Appliances India has renewed its association with JioHotstar as an Associate Partner for the exclusive streaming of Wimbledon in India, marking the third consecutive year of the collaboration as the company continues to strengthen its sports-led marketing strategy.

The partnership forms part of Haier’s broader Sport-o-Tainment approach, under which the consumer durables brand uses marquee sporting events to engage digitally connected and premium audiences. Wimbledon, regarded as one of tennis’s most prestigious tournaments, offers the brand access to viewers with strong affinity for premium lifestyle products. The latest association builds on Haier India’s growing sports sponsorship portfolio, reflecting a wider trend among consumer brands that are increasingly using live sports to drive brand visibility, engagement and long-term recall rather than relying solely on conventional advertising.

Commenting on the partnership, Haier Appliances India chief executive officer NS Satish said sports have become an important platform for creating deeper consumer engagement beyond the company’s products. He added that the continued partnership with JioHotstar for Wimbledon aligns with Haier’s strategy of connecting with digitally savvy consumers through world-class sporting events while reinforcing its positioning as an innovation-led lifestyle brand.

JioStar head of revenue for sports Anup Govindan said Haier’s continued association for a third straight year reflects the value premium sporting events such as Wimbledon create for both audiences and advertisers. He noted that the tournament’s heritage and global appeal continue to attract highly engaged viewers, making it a strong platform for brand partnerships.

Over the years, Haier has expanded its sports marketing footprint through partnerships spanning the TATA IPL, ICC Men’s Cricket World Cup, Champions Trophy, Roland-Garros, ATP Tour, US Open and French Open, positioning itself among the few consumer durables brands to consistently invest in major international sporting properties.

As brands increasingly compete for consumer attention across fragmented digital platforms, premium sports broadcasting has emerged as a key battleground for advertisers. For Haier, the latest Wimbledon partnership reinforces its long-term bet that world-class sport can be as effective in building brand affinity as it is in entertaining audiences.