#None #Berlin #Paris Saint-Germain #Liverpool FC #Haier Group

Haier Expands Global Reach with Football Partnerships

Haier, the leading brand in home appliance retail globally, recently made headlines at the IFA Berlin exhibition by announcing multiyear partnerships with two of football's most celebrated clubs, Liverpool Football Club and Paris Saint-Germain (PSG). This strategic move reflects Haier’s commitment to enhancing its brand presence through engaging global sports marketing initiatives.

A New Chapter in Sports Marketing

In the world of sports marketing, Haier aims to elevate its engagement by connecting with Liverpool FC and PSG, clubs known for their illustrious histories and dedicated fan bases. Both clubs are champions not just on the pitch, but also in their innovative approaches to connecting with fans, which aligns perfectly with Haier's core values.

Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group, expressed excitement about this venture, commenting, “We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain. Their relentless pursuit of excellence resonates deeply with Haier's entrepreneurial spirit.”

Under these new agreements, Haier will implement a wide range of initiatives across multiple touchpoints, including stadium activations, digital platforms, and retail opportunities. This will not only deliver exclusive experiences for fans but also aims to explore the development of co-branded smart-home products that integrate everyday life with the thrilling atmosphere of match days.

Fan Engagement and Innovation

The ongoing partnerships underline Haier's intent to not just be associated with sports but to actively enhance the fan experience. “As the leading home appliance supplier, our collaboration allows us to bridge the experience from the stadium to the home, allowing fans to feel the energy of their favorite teams,” noted Ben Latty, Chief Commercial Officer at Liverpool FC.

Accentuating this sentiment, Richard Heaselgrave, Chief Revenue Officer at PSG, added, “Haier, as a global brand influencing everyday lives, presents a unique opportunity to deepen our connection with fans across the globe.”

An Expanded Vision in Football and Beyond

Moreover, these partnerships are a part of Haier's broader sports strategy, which includes existing ties with La Liga, the Royal Moroccan Football Federation, and a renewed sponsorship with the ATP Tour through 2028. By embracing both football and tennis, Haier is creating a diverse portfolio that highlights its dedication to excellence and innovation.

In tennis, for example, Haier's continued partnerships with prestigious events such as the Australian Open and the Nitto ATP Finals exemplify its strategy of aligning the brand with excellence in sport. As Rodolphe Tastet, ATP Vice President of Partnerships, said, “Extending our partnership with Haier represents the value we've built together, and we’re excited for future collaborations.”

Building on Legacy

Looking back, Haier’s roots in sports sponsorship date back to the late 80s and early 90s when its predecessor brand, Candy, was a primary sponsor of Liverpool FC. This historical connection adds a sense of continuity and enriched narrative as Haier reinvigorates its longstanding involvement in football.

The Power of Sport

As Haier’s partnerships flourish, so does its vision of sport as a unifying platform. From volleyball courts in China to cricket stadiums in South Asia, and now to the iconic football grounds of Europe, Haier's approach to sponsorship is comprehensive and strategic. It’s about enhancing lives through technology while respecting local cultures and passions.

Haier's mission, encapsulated in its ethos of “More Creation, More Possibilities,” continues to resonate in sports arenas, transforming passion into shared experiences. As it positions itself alongside renowned teams like Liverpool and PSG, Haier is not just promoting its products; it’s fostering a lifestyle that embraces excellence in every home.

Conclusion

In summary, Haier's partnerships with Liverpool FC and PSG represent a dynamic evolution of its brand into the global sports arena. By leveraging shared values of excellence, teamwork, and innovation, Haier is transforming the relationship between consumers, technology, and sport into a smarter, connected future. As fans cheer for their teams, they will feel the Haier touch at home, amplifying the joy of the game in everyday life.