Haier Embarks on New Football Partnerships with Liverpool FC and PSG

Haier Embarks on New Football Partnerships with Liverpool FC and Paris Saint-Germain

In a significant move to augment its international branding and marketing strategy, Haier, recognized as the globe's top seller of major home appliances, has signed multi-year global partnerships with two of the most prestigious football clubs: Liverpool Football Club and Paris Saint-Germain (PSG). This announcement was made at IFA Berlin, where high-ranking officials from both football clubs joined Haier representatives to unveil the new partnerships.

This collaboration with Liverpool and PSG signifies not just a sponsorship deal, but an opportunity for Haier to engage more personally with football fans around the world. With these partnerships, Haier aims to activate a wide range of fan experiences across multiple platforms, including stadiums, digital spaces, and retail environments. Collaborative initiatives will also include the exploration of co-branded smart home products designed to infuse the excitement of match days into everyday living.

The Strategic Importance of Football Partnerships

Haier's decision to partner with Liverpool FC and PSG is rooted in the clubs’ global reach and their passionate fan bases. Liverpool FC, founded in 1892, is renowned for its illustrious history and achievements, including 20 league titles and six European Cups. Paris Saint-Germain, on the other hand, has risen to prominence since its founding in 1970 and has become synonymous with excellence in French and European football.

Haishan Liang, Vice Chairman and President of Haier Group, expressed the brand's enthusiasm, stating, "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 resonates deeply with Haier's entrepreneurial spirit."

The company emphasizes a philosophy of innovation and community, finding common ground with the values of teamwork and continuous improvement that dominate professional sports.

Expanding Global Presence Through Sports

This partnership not only aligns Haier with world-class football but also enhances its existing relationships in the sports realm. The brand is also associated with La Liga, the Liga Portugal, and the Royal Moroccan Football Federation, reinforcing its commitment to football at various levels. Haier’s involvement underscores a strategic approach to sports sponsorship, offering visibility and engagement in key markets.

Additionally, Haier extends its sponsorship footprint within the tennis world by renewing its main partnership with the ATP Tour until 2028. The brand will be visibly integrated into major tennis events, including the Nitto ATP Finals, leveraging this platform to showcase its latest innovations in smart living solutions. These partnerships reflect Haier’s strategic dual-sponsorship approach as it navigates soccer and tennis, showcasing adaptability in engaging sporting contexts.

Commitment to Innovative Fan Experiences

As part of these agreements, both clubs aim to bring fans closer to the action. Haier plans to provide exclusive experiences for fans that merge technology with sport, contributing to the excitement around live events and enhancing the overall fan experience in the digital space. "Great teams win through precision, teamwork, and constant improvement, and we build products the same way, designed around people and powered by technology," Liang added, highlighting the synergy between sport and technology.

The tech giant intends to tap into the cultural relevance of football, using these partnerships as a conduit to celebrate sportsmanship and foster community engagement across digital platforms.

A Long Story of Sports Connection

This move also marks a return to football for Haier, which has historical ties with Liverpool FC dating back to the 1980s when the brand's predecessor, Candy, served as a primary sponsor. The rekindling of this relationship signifies a well-deserved full circle, further embedding Haier in the rich tapestry of football history.

In conclusion, Haier's partnerships with Liverpool FC and Paris Saint-Germain have the potential to transform how sports fans engage with brands. By integrating cutting-edge technology within everyday fan experiences, Haier aims to redefine the connection between sport and consumer life, creating a seamless blend of passion, innovation, and community. These alignments are indicative of Haier's overarching brand strategy that emphasizes values such as excellence, teamwork, and a commitment to continuous improvement.