Haier Engages in Strategic Football Partnerships with Liverpool and PSG

Haier Unveils New Global Partnerships in Football

On September 8, 2025, during the IFA Berlin exhibition, Haier, the world's leading home appliance brand by retail sales volume, declared its new long-term partnerships with two of the most popular football clubs worldwide, Liverpool FC and Paris Saint-Germain (PSG). This strategic collaboration seeks to elevate Haier's visibility in the sports marketing arena, crucial for the brand's mission to inspire and engage fans globally.

Over the years, Haier has emphasized the importance of innovation and user-centric design, aligning with the values that both Liverpool and PSG represent in their pursuit of excellence. These new agreements will see Haier host fan events at stadiums, in digital and retail interactions, offering unique experiences and co-branded smart home products, which will allow enthusiasts to integrate the thrill of football into their everyday lives.

Haier's Deputy Chairman and President, Haishan Liang, expressed excitement about these partnerships, stating, "The relentless pursuit of perfection by these football clubs resonates with our entrepreneurial spirit at Haier. We aim to inspire, connect people, and create enriched experiences for fans and consumers globally." He highlighted that like great teams that succeed through precision and collaboration, Haier develops products tailored to meet consumer needs, emphasizing technology's role in enhancing day-to-day life.

Ben Latty, the Commercial Director of Liverpool FC, welcomed Haier into the LFC family, recognizing the brand's reputation and its complimentary global reach as crucial elements in their partnership. Richard Heaselgrave, Director of Revenue at PSG, echoed similar sentiments, viewing the collaboration as an opportunity to bring the club closer to its worldwide fanbase both in stadiums and at home.

Besides the new partnerships with Liverpool and PSG, Haier continues its involvement in football by collaborating with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, underlining Spain, Portugal, and Morocco's foundational role in its football roadmap.

The announcement also included the renewal of Haier’s strategic partnership with the ATP Tour until 2028. This extended relationship will enhance Haier's presence in premium events, such as the Plava Laguna Croatia Open and the prestigious Nitto ATP Finals held in Turin. This involvement provides Haier with a platform to showcase its latest innovations in 'smart lifestyle' products while engaging with a global audience via ATP's digital channels.

Haier's portfolio of partnerships is strategically designed to blend its corporate identity with sports, embodying shared values like precision, elegance, and a commitment to excellence. This approach not only places Haier alongside major sports teams but also reinforces its position as the leading home appliance brand, championing living standards globally.

Haier’s legacy in sports dates back to the late 1980s and early 1990s, when its predecessor, Candy, was a principal sponsor of Liverpool FC. This newly formed partnership marks a full-circle moment in their rich history with football, reflecting a long-standing commitment to supporting and inspiring global sporting communities.

The engagement with top-tier clubs like Liverpool and PSG is not merely a branding exercise for Haier; it signifies a deeper connection to sports as a universal language that unites cultures through technology, tradition, and shared emotional experiences. Haier evolves its sponsorship model to resonate with local interests while fulfilling a global vision that spans continents from Asia to Europe, enriching lives through products that cater to specific cultural needs.

The overarching mission of Haier Group emphasizes improving life quality and driving forward digital transformation—a vision that remains central as they navigate the lucrative and competitive landscape of global sports.

Founded in 1984, Haier Group stands as a paragon of innovation and market leadership, celebrating a global revenue milestone of $55.9 billion in 2024. The brand has maintained its status as one of the world’s top 100 most valuable brands according to Kantar BrandZ for seven consecutive years, further reinforcing its dominant position in the home appliance segment.

Together with Liverpool FC and PSG, Haier envisions creating a 'home of champions' where sportsmanship and innovation inspire both fans and consumers, propelling the spirit of sport into everyday living. Through this alignment, Haier continues to leverage its strategic partnerships as vehicles for brand activation, consumer engagement, and community building on a global scale.