TATA Wooden Doors Teams Up with World Table Tennis Championships, Showcasing Chinese Brand Excellence

On the evening of February 25, 2024, the ITTF World Team Table Tennis Championships Finals Busan 2024 concluded with athletes from over 40 countries—more than 2,000 participants—gathering in Busan to compete for the pinnacle of international table tennis. After intense competition, the Chinese National Table Tennis Team demonstrated outstanding strength and resilience, claiming the men’s team championship for the 11th consecutive time, while the women’s team secured their 6th consecutive title, bringing honor to the nation. TATA Wooden Doors celebrated this triumph under the theme “Together For Love and Glory”, joining in the historic moment of China’s dominance on the world stage.

Beyond the athletes striving on the court, TATA, as the strategic partner of the World Table Tennis Championships for the seventh consecutive year, also showcased the unique brilliance of a Chinese brand on this global stage.

Leading Brand × National Sport

Seven Years of Partnership

As the “national sport” of China, table tennis has long maintained a dominant position internationally. Similarly, TATA Wooden Doors has remained a leader in the wooden door industry, continuously redefining standards through brand upgrades and technological innovation. From strict environmental standards to cutting-edge noise reduction technology, and meticulous attention to aesthetic details, TATA has leveraged technological innovation to enhance daily life, providing millions of families with quiet and high-quality living experiences.

TATA’s partnership with the World Table Tennis Championships began in 2017. By 2023, the collaboration had extended for seven consecutive years, demonstrating a strong alignment between a leading home brand and China’s national sport. Some may ask: how could TATA and the World Table Tennis Championships—two seemingly unrelated names—sustain such a long-term, powerful collaboration?

The Resonance Between Sportsmanship and Brand Vitality

In fact, the success of this cross-industry partnership lies in TATA’s long-standing leadership in sports marketing, where it has continuously infused the spirit of sports into its brand DNA.

Since signing with the International Table Tennis Federation in 2017, TATA has pioneered creative initiatives such as organizing trick-shot table tennis challenges, sponsoring major sporting events to boost brand exposure, and launching nationwide social media campaigns. These efforts have built closer connections with younger consumers, enhanced brand awareness and image, and delivered both influence and effectiveness at minimal cost.

This cooperation is more than a commercial arrangement—it is also a spiritual resonance. The perseverance and drive for excellence embodied by China’s national table tennis team is equally reflected in TATA’s own pursuit. In 2023, a year of dramatic upheaval for the home furnishing industry—with repeated crises in the real estate sector and the market shifting into a stock-driven era—TATA remained firmly focused on wooden doors. By relentlessly driving brand rejuvenation, product innovation, and quality, it has shaped a stylish and personalized identity well-suited to younger consumers.

Beyond technological innovation, talent is also injecting fresh vitality into the brand. TATA’s workforce is predominantly young, and as Chairman Zong Ruiyuan has noted in media interviews, rejuvenation at TATA is not limited to products and branding—it must also permeate corporate philosophy and personnel. For TATA, the key to staying forever young lies in giving young people more opportunities. This aligns closely with the spirit of the World Table Tennis Championships, whose official data shows that the Japanese team at the 2024 tournament had an average age of just 20, with the youngest player only 15—truly a youthful squad.

When it comes to teamwork, TATA has always upheld its corporate value of “employees first, one TATA family nationwide.” This is perfectly aligned with the team spirit championed by the World Table Tennis Championships. When we are “together,” united as one, we can crown the things we love with glory and achieve even greater success.

Yet with greater strength comes greater responsibility. Table tennis, as a national sport, carries profound social responsibility. As a partner of the World Table Tennis Championships for seven years, TATA’s continued sponsorship of world-class events not only demonstrates its strength and vision but also sets an example for the industry. By stepping onto the global stage, TATA brings “Chinese doors” to international audiences, showcasing the presence and responsibility of a leading Chinese brand.

At the level of team collaboration, TATA Wooden Doors always adheres to the corporate values of "employees first, TATA family nationwide", which is consistent with the team spirit advocated by the World Table Tennis Championships. When we are "together" and united as one, we can "crown love" for the cause we love and write more impressive achievements together.
However, the stronger the strong, the greater the responsibility. As a national sport, table tennis carries a profound social responsibility. As a partner of the World Table Tennis Championships for seven years, TATA Wooden Doors has continuously sponsored world-class events, demonstrating its brand strength and courage. At the same time, it represents the industry's leading role in going global, allowing more people to see the "China Gate" and the world to see the Chinese national brand, demonstrating its responsibility and foresight as a leading big brand in the industry.

“We are TATA, and we are in our prime!”—this powerful declaration captures the youthful energy and determination of the TATA team. The company has consistently embedded the concept of “youthfulness” into its products, brand, and talent strategy. This may well be the secret to TATA’s lasting vitality in a fast-changing, highly competitive market.

2023 marked the seventh year of TATA’s close partnership with the World Table Tennis Championships. As it steps onto the global stage of the 2024 event, the question arises: what “new moves” will TATA unveil to support China’s national team?

Leveraging the World Table Tennis Championships

How bold is TATA’s marketing playbook?

In past years, TATA organized spectacular “trick-shot table tennis” exhibitions, featuring stars such as Liu Guoliang, Ma Long, and Ding Ning, which captivated fans with dazzling performances.

This year, as the only official sponsor from China’s home furnishing industry, TATA capitalized on the World Championships to precisely tap into young people’s interests. On Douyin, a platform popular with younger audiences, TATA launched the #TogetherForLoveAndGlory challenge, inviting everyone to join in a ball-bouncing challenge. While cheering on the national team, participants also helped highlight TATA’s mission of promoting a healthier, more joyful lifestyle.

The #TogetherForLoveAndGlory challenge has been in full swing. As of February 20, the Douyin hashtag had amassed an astonishing 750 million views—more than double the platform average. Over 41,000 user-generated videos were uploaded across the internet, and on February 16, the campaign surged to the No.1 trending topic on the platform, even being indexed by the official Giant Engine Analytics system.

Looking ahead, more such collaborations are eagerly anticipated—bringing win-win outcomes for both the brand and the world of sports.