Haier Strengthens Global Sports Sponsorships with Major Football Partnerships

Haier Expands Its Global Football Sponsorships

Haier, a renowned leader in home appliance retail, recently made waves in the world of sports by announcing significant multi-year partnerships with major football clubs: Liverpool FC and Paris Saint-Germain (PSG). The announcement was made during the prestigious IFA Berlin event, where executives from both clubs gathered to showcase Haier's innovative branding strategy.

These partnerships are not just mere sponsorship agreements; they represent a strategic shift for Haier in enhancing its global presence in the world of sports. The company plans to activate its brand in various touchpoints, including stadiums, digital platforms, and retail stores, thus offering exclusive experiences to fans worldwide.

Haier’s Vice Chairman and CEO, Haishan Liang, expressed excitement about these alliances, stating, "We are thrilled to drive our sports marketing strategy forward by partnering with Liverpool FC and PSG, two of the most celebrated football clubs in the world. Their relentless pursuit of excellence and spirit of innovation aligns deeply 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 around the world."

The partnership game plan includes the potential for co-branded smart home products, inspired by the excitement of match days. This strategic move aligns with Haier’s vision to make daily life smarter for consumers, reflecting the energy and community spirit that football brings.

Liverpool FC’s Commercial Director, Ben Latty, welcomed Haier to the LFC family, recognizing the brand's reputation for quality and innovation in the home appliance market. "Haier’s global reach corresponds perfectly with our extensive fan base, and we are excited to see how this partnership unfolds in the coming years," said Latty.

Similarly, Richard Heaselgrave, the revenue director of PSG, noted the unique opportunity this collaboration offers to engage with fans. "As a leading global brand, Haier is part of daily life for people. This alliance will help bring the club closer to its fans worldwide, both at the stadium and at home," he stated.

In addition to its football partnerships, Haier is also involved with La Liga, Liga Portugal, and the Royal Moroccan Football Federation, showcasing its strategic focus on enhancing its football presence in Spain, Portugal, and Morocco—a market region witnessing significant growth.

Haier’s sports sponsorship strategy doesn’t stop with football. The company has also renewed its partnership with the ATP Tour, continuing its presence in the world of tennis until 2028. This extension grants Haier brand visibility at several prestigious tennis events, including the Nitto ATP Finals and the Plava Laguna Croatia Open.

Rodolphe Tastet, Vice President of Partnerships at the ATP, commented on the value of Haier's sponsorship, stating, “Our collaboration thus far has been impactful. Since 2023, we’ve actively worked together to showcase Haier's premium technology to a global audience, reinforcing our mutual commitment to innovation and excellence."

Haier’s engagement in the sports sector is rooted in their fundamental belief that sports are a powerful platform for inspiration, connection, and shared value creation. This latest chapter further strengthens Haier’s existing portfolio of prestigious sponsorships across multiple sports, including football, tennis, and volleyball, a testament to the company’s dedication to excellence, teamwork, and continuous improvement.

Notably, Haier’s connection to Liverpool FC dates back to the late 80s and early 90s, when Candy, now part of Haier Europe, was the club's principal sponsor—a historic partnership that is now revisited with this new alliance.

As the company looks to the future, its vision is clear: to continue leveraging its sports partnerships to enhance brand visibility and deepen connections with consumers. By aligning its brand with dominant sports clubs and events, Haier is poised to transform the energy of sports into smarter living solutions for consumers globally.

In summary, these partnerships signify an ambitious chapter for Haier, intertwining their innovative spirit with the passion of football, ultimately enhancing consumer experiences both on match days and beyond. With Haier’s robust global strategy, fans worldwide can expect a more integrated and smart lifestyle that resonates with their love for sports.