Haier Expands Its Global Reach Through New Football Partnerships with Liverpool and PSG

Haier's New Football Partnerships

Introduction
In a significant move to enhance its global footprint, Haier, a top contender in home appliance retail sales, has announced new multi-year partnerships with two of the most followed football clubs in the world: Liverpool Football Club and Paris Saint-Germain (PSG). These collaborations were unveiled at the IFA in Berlin, showcasing Haier's commitment to sports marketing and brand innovation.

The Partnerships
The partnership with Liverpool FC and PSG integrates Haier’s brand with high-profile sporting events and fan engagement. Haier's branding will appear in stadiums, digital touchpoints, and retail outlets, offering unique experiences for fans. This partnership aims to explore co-branded smart home products that infuse the thrilling energy of football into everyday life.

Haishan Liang, Haier's Vice Chairman, expressed excitement about these collaborations. He emphasized how both clubs' relentless pursuit of excellence aligns with Haier's entrepreneurial spirit, paving the way for richer experiences for fans and consumers worldwide.

Statements from Club Officials
Ben Latty, Liverpool FC's commercial director, welcomed Haier as an ambitious and forward-thinking partner stating that Haier's global presence matches the extensive fanbase of the club, enhancing their collaboration.

Richard Heaselgrave, the revenue manager at PSG, echoed these sentiments, highlighting the partnership's unique opportunity to bring the club closer to its global fans through everyday experiences at home.

Broader Sports Strategy
This isn't just a mere sponsorship; it ties into Haier's broader strategy in sports partnerships, which includes collaborations with La Liga, La Liga Portugal, and the Royal Moroccan Football Federation, alongside renewing its partnership with the ATP Tour. This showcases Haier's strategic positioning in the ever-growing football industry, particularly in Spain, Portugal, and Morocco.

The ATP Partnership
Additionally, Haier has extended its strategic partnership with the ATP Tour until 2028, reinforcing its presence in the world of tennis. This partnership covers prominent tournaments such as the Plava Laguna Croatia Open, the ABN Amro Open, and the prestigious Nitto ATP Finals. Through this renewed agreement, Haier will continue to enjoy brand visibility on and off the court, offering premium hospitality experiences while showcasing its latest innovations in smart living.

Connection Between Sports and Culture
Haier’s engagement in sports is not new. The company believes in the power of sports as a platform to inspire, connect with consumers, and create shared value. These partnerships are part of a long history of Haier in sports, extending beyond just football to tennis, volleyball, and more, reflecting their commitment to excellence and continuous improvement.

Haier's Corporate Identity
Founded in 1984, Haier aims to improve lives through innovative solutions and digital transformations. With 10 R&D centers, 35 industrial parks, and a revenue of $55.9 billion in 2024, Haier's dedication to user-centric approach illustrates its influence in the global market.

About Liverpool FC and PSG
Liverpool FC, founded in 1892, is known for its rich history and numerous titles, including 20 league championships and 6 European Cups. The club is also dedicated to sustainability and community development through various programs.

Founded in 1970, PSG has gained recognition not just for its accomplishments on the pitch but also for its cultural influence, harnessing a massive fanbase. Both clubs aim to blend sports, fashion, and entertainment, positioning themselves at the intersection of culture.

Conclusion
Haier's latest partnerships with Liverpool and PSG mark an essential chapter in the brand’s commitment to sport, establishing its place alongside the best football clubs and athletes worldwide. Through these alliances, Haier not only amplifies its presence in the sports arena but also elevates the experience of fans, bridging the passion of sports with smart living solutions.

By intertwining the worlds of football, tennis, and innovation, Haier continues to solidify its status as a top player in global branding, proving that excellence transcends beyond sports into the everyday life of fans everywhere.