Haier, ranked first in global retail volume of major home appliance brand sales, has announced new multi-year partnerships with Liverpool Football Club and Paris Saint-Germain, unveiled during IFA Berlin. These agreements reinforce Haier's global sports strategy, which already includes partnerships with LALIGA, Liga Portugal, the Royal Moroccan Football Federation, and the ATP Tour.
© Haier
Under the new partnerships, Haier will engage across stadium, digital, and retail touchpoints, create exclusive fan experiences, and explore co-branded smart-home products designed to "bring match day energy into everyday life."
Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group, commented:
"We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain, two of the world's most celebrated champion clubs. Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier's entrepreneurial DNA and our commitment to building a truly global brand. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide. Great teams win through precision, teamwork and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use."
Ben Latty, Chief Commercial Officer at Liverpool Football Club, said:
"Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family. As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world. This global reach aligns with the scale of Liverpool Football Club's global fanbase, and we're excited to see this partnership come to life and look forward to working together."
Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, added:
"We are very pleased to welcome Haier to the Paris Saint-Germain family. As a global leading home appliance brand, Haier is part of people's everyday lives. This partnership is a unique opportunity to bring the Club even closer to our fans around the world, both at the stadium and at home."
Alongside football, Haier has extended its ATP Tour partnership through 2028, now covering Home Entertainment & TV in addition to Home Appliances. Rodolphe Tastet, ATP Vice President, Partnerships, stated: "Extending our partnership with Haier shows the value and impact of our collaboration so far. Since joining forces in 2023, we've worked closely to showcase Haier's premium technology to the ATP's global audience. We're proud to keep building on that momentum, reinforcing our shared commitment innovation and excellence."
With these developments, Haier deepens its long-standing connection to sport. From football pitches to tennis courts, the company continues to position itself as "the Home of the Champions," aligning its global brand with platforms that reflect its values of excellence, teamwork, and innovation.
More information:
Haier
www.haierappliances.com
