Haier proudly declares its status as the Southeast Asia Official Partner of the Badminton World Federation (BWF) for the years 2024-2025. The official signing ceremony unfolded in Jakarta, Indonesia, following Haier’s ongoing role as the official partner of the Petronas Malaysia Open 2024 badminton championship.

Global Badminton Promotion

Owen Leed, BWF Commercial & Communications Director, emphasized the significance of partnering with global leaders like Haier in promoting the growth and popularity of badminton. Badminton, with over 700 million global fans, enjoys vast popularity in Asia. This collaboration aims to foster shared values, bring excitement to fans, and facilitate the sport’s accessibility to more families.

Haier’s Role in the HSBC BWF World Tour

The HSBC BWF World Tour holds substantial appeal in Southeast Asia, and Haier’s association with badminton aligns with its “Trinity” localization strategy. This strategy, comprising R&D, manufacturing, and marketing, supports local brand building and market expansion.

Haier’s Commitment to Badminton in Malaysia

Fan Jing, Haier Malaysia Managing Director, expressed the brand’s enthusiasm for badminton, stating, “Badminton is a game that unites us all.” Haier’s recent extension of partnership with the national men’s doubles pair, Aaron Chia and Soh Wooi Yik, demonstrates its commitment to inspiring Malaysians in sports. Since onboarding Chia and Yik in 2023, Haier successfully organized the inaugural Haier Cup in Malaysia, set to become an annual event, expanding to more locations, including Sarawak.

Positive Steps in Sports Marketing

Fan Jing sees the partnership with BWF as a positive stride in reaching more Malaysians and inspiring the next generation of badminton talents. Haier’s engagement with various international sports events, such as the French Open and Nitto ATP Finals, showcases its commitment to sports partnerships.

International Reach and Local Focus

Founded in 1934 and headquartered in Kuala Lumpur, the BWF is an international badminton management organization with 201 formal member associations. Besides badminton, Haier has expanded its sports partnerships globally, including tennis and basketball leagues. The company, since entering Southeast Asia, maintains a user-oriented approach, introducing products tailored to local needs to inspire smart living.

User-Centric Approach

Haier’s user-centric approach has gained trust worldwide, allowing it to lead in local markets. The company remains steadfast in delivering quality products with innovative technologies, reflecting its commitment to enhancing customers’ daily lives.

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