Xiaomi officially enters the world of international tennis by announcing its participation as Official Supplier at the Nitto ATP Finals 2025, which will take place in Turin from 9 to 16 November. The Chinese company will make smartphones, tablets and electric scooters available to the organization, thus offering a concrete technological contribution to the development of the event.

The agreement provides for a structured presence of the brand not only through the supply of devices, but also through experiential stands and activities aimed at the public. Visitors will be able to discover and test the latest news from the Xiaom i catalog, within specially set up spaces. The brand will also be visible in the main points of the plant, both in the reserved areas and in those open to the public.

Michael Feng, Country Manager of Xiaomi Italy, said during the official announcement: “Xiaomi is thrilled to be part of one of the most prestigious sporting events in the world. This represents a significant step in our strategy to bring sports, technology and smart mobility fans closer together.”

The electric scooters will not only be exhibited but used to facilitate travel within the Inalpi Arena complex, with the dual objective of ensuring fast and efficient mobility for the staff and offering a concrete demonstration of Xiaomi’s sustainable mobility proposal.

The choice to link to the ATP Finals is part of a broader positioning strategy in Europe and globally. The event, followed every year by millions of spectators around the world, represents a showcase of strong impact for Xiaomi and an opportunity to strengthen its image alongside values such as innovation, performance and sustainability.

This partnership also consolidates the link between technology and sport, at a time when the integration of entertainment, audience experience and smart solutions is increasingly central to the organization of major events.