BERLIN — Haier Group, the world’s top home appliance brand by retail volume, has unveiled new multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain, strengthening its profile in international sports marketing. The announcement, made at IFA Berlin, marks a significant expansion of Haier’s global brand strategy that ties consumer innovation to elite sports platforms.
Under the agreements, Haier will activate its brand across stadiums, digital channels, and retail touchpoints, while also delivering exclusive fan experiences and co-branded smart-home products designed to capture matchday energy in everyday life.
Aligning with Global Icons
Haishan Liang, Vice Chairman of Haier Group, highlighted the synergy between the brand and its new partners. “Liverpool and PSG are among the world’s most celebrated clubs. Their pursuit of excellence mirrors our own entrepreneurial DNA. Through these partnerships, we aim to inspire, connect, and create smarter experiences for fans and consumers worldwide,” Liang said.
Both clubs welcomed the collaboration. Ben Latty, Chief Commercial Officer at Liverpool FC, described Haier as a “world-leading brand” whose reach aligns with Liverpool’s vast global fanbase. Richard Heaselgrave, Chief Revenue Officer at PSG, said the partnership will bring the club “closer to fans both at the stadium and at home.”
Reinforcing a Sports Sponsorship Portfolio
The deals add to Haier’s growing roster of football partnerships, which includes LaLiga, Liga Portugal, and the Royal Moroccan Football Federation. These associations strengthen Haier’s foothold in Spain, Portugal, and Africa, reflecting the company’s strategy of embedding itself in regions with deep football culture and global visibility.
Haier is also renewing its long-term relationship with the ATP Tour through 2028, extending sponsorship across tournaments including the Nitto ATP Finals in Turin, the BMW Open, ABN Amro Open, and Plava Laguna Croatia Open. Haier will now expand beyond home appliances into home entertainment and TV under its ATP Gold Partner status, showcasing its latest technologies to a worldwide tennis audience.
The brand also continues its collaborations with Roland-Garros, the Australian Open, the Mutua Madrid Open, and the Rolex Paris Masters, reinforcing tennis as a premium stage for global exposure.
Legacy and Strategic Vision
Haier’s return to Liverpool marks a symbolic chapter. In the late 1980s and early 1990s, Candy — now part of Haier Europe — was the club’s main shirt sponsor, an era still remembered by fans. The new deal revives that legacy, reflecting the company’s strategy of blending heritage with forward-looking innovation.
By aligning with top clubs and tournaments across football and tennis, Haier underscores its belief that sports partnerships are a universal platform to connect technology, culture, and lifestyle. From energy-efficient appliances to next-generation smart homes, Haier aims to position itself as the brand of choice for consumers who value both performance and style.
