#USA #Berlin #Haier #Paris Saint-Germain #Liverpool FC

Haier Expands Its Global Sports Partnerships

Haier, a leading player in the global appliance market, recently unveiled its new multi-year partnerships with two of the world's most beloved sports football clubs: Liverpool FC and Paris Saint-Germain (PSG). This step marks a significant addition to Haier's robust sports marketing strategy, alongside existing agreements with La Liga, Liga Portugal, and the Royal Moroccan Football Federation.

At IFA Berlin, prominent representatives from both clubs joined Haier executives to celebrate the announcement of this collaborative strategy. The partnerships are set to deepen Haier's engagement with fans through visible branding at stadiums, digital platforms, and retail environments. The brand aims to create exclusive fan experiences and showcase smart home products that infuse daily life with the energy of match days.

Aligning Brands

Haier's partnerships with Liverpool FC and PSG reflect its commitment to uphold excellence and innovation, principles that resonate strongly with both clubs' missions. Haishan Liang, Vice Chairman and President of Haier Group, expressed excitement about these partnerships, emphasizing their potential to inspire and connect with consumers worldwide.

In a statement, Liang noted, "Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers globally. Top teams win through precision, teamwork, and continuous improvement, reflecting how our products are designed for people, powered by technology, and tested in everyday use."

A Warm Welcome

Liverpool FC's Commercial Director, Ben Latty, welcomed Haier into their family, stating, "Haier has established a reputation for quality and a strong presence in markets worldwide. This global reach aligns perfectly with Liverpool FC's expanding fanbase, and we eagerly anticipate realizing the full potential of this partnership.” Similarly, Richard Heaselgrave, Revenue Director at PSG, expressed delight at welcoming Haier into their fold, highlighting it as a unique opportunity to enhance fan engagement both in-stadium and at home.

Broader Vision in Sport

The new agreements not only focus on football; Haier is determined to make its mark in the sporting world by renewing an existing partnership with the ATP Tour until 2028. This partnership includes a portfolio of tournaments that features prominent events such as the Plava Laguna Croatia Open, ABN Amro Open, BMW Open, and the prestigious Nitto ATP Finals in Turin. This collaboration ensures that Haier's brand visibility continues throughout significant sporting events, offering premium hospitality experiences and on-site product integration.

Haier also collaborates with major tennis events like Roland-Garros and the Australian Open, solidifying its identity in the sports arena. Its dual sponsorship strategy entails expansions into home entertainment and television categories, amplifying its presence across diverse sectors while fostering ongoing dialogue with the global fan base.

Historical Ties and Future Endeavors

This new wave of partnerships echoes a historical bond between Liverpool FC and Haier significant since the late 1980s when Candy, a brand later absorbed by Haier Europe, was a primary sponsor of the club. Today’s announcement signifies the closure of a long-standing narrative that intertwines Haier Group's journey with football to its dedicated global fan communities.

Haier’s extensive involvement in sports spans various platforms and regions, from volleyball courts in China to tennis arenas in Europe, revealing a multifaceted approach to sponsorship that resonates with local passions while pushing forward its global vision.

The company's philosophy of tailoring solutions to meet consumer needs, whether through specialized washing machines or energy-efficient air conditioners, underlines its commitment to enhancing lifestyles on a worldwide scale.

Conclusion

In having established partnerships with leading football clubs and a remarkable presence in high-profile tennis tournaments, Haier is not just aligning with champions but showcasing its place among the very best in the industry. Through these ventures, the brand continues to transform the fusion of sports and innovation, promising a smarter and more connected future for homes everywhere. The partnerships are not merely isolated initiatives; they embody Haier's long-term dedication to community and shared values through the inspiring platform of sports. Exciting days lie ahead as Haier champions elevate the narrative of what home living means when intertwined with the passion of sports.