Haier appoints TABOO for Australian Open sponsorship duties

Haier, the official home appliance partner of the Australian Open, has appointed TABOO as its experiential agency for the next two years, beginning with the 2026 tournament.

Following a competitive pitch, TABOO will lead the design and delivery of Haier’s on-ground experience at Melbourne Park, bringing to life the brand’s product categories and whole of home narrative – through an immersive, tennis-inspired experience.

The partnership builds on strengthening its position as a globally trusted whole of home brand that connects with Australian families. TABOO was selected for its proven creative track record and deep understanding of the Australian Open landscape, having delivered some of the event’s most talked-about brand experiences in recent years.

Says Sam Wright, General Manager at TABOO: “The Australian Open has become one of the most competitive brand stages in the country — it’s where creativity and culture collide. Haier came to us with a clear brief to create something that earns people’s attention, not just borrows it. We’re thrilled to partner with a global brand that’s serious about showing up in a smart, human and memorable way.”

TABOO’s activation will aim to shift perception of Haier in the local market – translating the brand’s global reputation for performance, innovation and connection into an experience that resonates with tennis fans and families alike.

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