Haier Expands Its Global Reach Through Partnerships with Liverpool and Paris Saint-Germain

Haier's New Approach in Global Sports Partnerships

Haier, the leading global retailer in major home appliances, recently announced an exciting new chapter in its sports marketing strategy. On September 8, 2025, during a meeting at the prestigious IFA Berlin, the company forged substantial global partnerships with two of the most iconic names in football: Liverpool Football Club and Paris Saint-Germain (PSG). This move is not just a marketing tactic; it is a strategic alignment that merges Haier’s dedication to user-centered innovation with the passion and excellence embodied by these legendary clubs.

Strengthening Presence in the Football World

With both Liverpool and PSG being coveted teams globally, Haier aims to leverage its partnerships to engage fans and consumers worldwide. The partnerships will see Haier activate across stadiums and various digital and retail touchpoints while offering exclusive fan experiences. Notably, they will collaborate on developing co-branded smart home products that seamlessly integrate the excitement of match days into everyday life.

Haishan Liang, Vice Chairman of Haier Group, expressed enthusiasm about these partnerships, stating they signify a commitment to combining excellence and innovation. He emphasized that great teams succeed through precision, teamwork, and continuous improvement—qualities that Haier also embodies in its product development. This reflects a broader vision of inspiring and connecting fans while delivering enriched and smarter experiences.

A Warm Welcome from the Football Community

Liverpool's Commercial Director Ben Latty welcomed Haier into the LFC family, stating that as a leading appliance provider, Haier enjoys a robust reputation for quality worldwide. This partnership aligns with the club's global fanbase and enhances its marketing strategy. PSG's CFO Richard Heaselgrave echoed similar sentiments, indicating that the partnership will bring the club closer to its global fan community, both in the stadium and at home.

Haier's engagement in football is further enhanced through partnerships with La Liga, Liga Portugal, and the Royal Moroccan Football Federation. These affiliations underscore the strategic importance of Spain, Portugal, and Morocco in Haier's football strategy.

Extending Reach Beyond Football

In addition to football, Haier recognizes the significance of tennis as part of its global strategy, recently extending its partnership with the ATP Tour until 2028. Haier will be showcased at key tennis events, including the Plava Laguna Croatia Open, ABN Amro Open, and the prestigious Nitto ATP Finals. This extension allows Haier to maintain visibility on-site and offers premium hospitality experiences, while simultaneously promoting its latest smart living innovations to a global audience.

Haier's relationship with major international tennis tournaments, including Roland-Garros, the Australian Open, and the Mutua Madrid Open, reinforces its commitment to excellence, with a strong alignment in values relating to elegance and precision. Through these partnerships, Haier aims to innovate and highlight the connection between cutting-edge technology and the performance of top-tier athletes.

Commitment to Community and Excellence

Haier's strategy underscores that its involvement in sports is not a mere marketing strategy but a reflection of their long-term aspirations. Spanning from its initiation in the late 1980s as a sponsor of Liverpool FC to the present-day partnerships, Haier's sports journey emphasizes that it stands as a leading appliance brand alongside elite clubs and athletes worldwide.

Their approach models how the energy of sports can be translated into modern living, offering fans a smarter, more connected lifestyle. This strategy exemplifies how sports can serve as a powerful platform to inspire and connect, resonating with shared values of excellence and improvement.

About the Haier Group

Founded in 1984, the Haier Group has emerged as a front-runner in solutions for improved living and digital transformation, aiming to inspire creativity and opportunities. It has established itself with a product landscape devoted to smart living, health industries, and the digital economy. The firm has also achieved remarkable financial success, being included in the Kantar BrandZ Top 100 Most Valuable Global Brands for seven consecutive years.

In conclusion, as Haier embarks on this exciting journey partnering with football giants Liverpool FC and Paris Saint-Germain, it reinforces the belief that the brand is not just a name in appliances but a community-driven force within the global sports arena.