#Berlin #Haier #Czech Republic #Paris Saint-Germain #Liverpool FC

Haier's Strategic Move into Global Football Partnerships

In a bold step to cement its position as a leader in the global retail market for large home appliances, Haier Group has announced lucrative, multi-year partnerships with two of the most renowned football clubs in the world: Liverpool FC and Paris Saint-Germain. This announcement was made at the prestigious IFA trade show held in Berlin, where representatives from both clubs joined Haier in unveiling their new brand strategy.

These partnerships link Haier, known for its user-centered approach to innovation, with Liverpool FC and PSG, two clubs that have captured the passion of millions across the globe. Both clubs have a remarkable standing in football history, making this collaboration a significant milestone for Haier as it bolsters its global brand presence.

Enhancing Fan Experience

The partnerships will see Haier integrate into various activities, including stadium events, online experiences, and retail marketing strategies. By doing so, Haier aims to create unique experiences for fans, effectively transferring the electrifying atmosphere of match days into everyday life. This includes the development and exploration of smart home devices that can replicate the excitement of football at home.

Haishan Liang, Vice President and President of Haier Group, voiced his enthusiasm, stating, "We are thrilled to expand our sports marketing strategy with partnerships with Liverpool FC and Paris Saint-Germain—two world-renowned championship clubs. Their relentless pursuit of excellence and innovative approach aligns closely with Haier’s own corporate DNA and our mission to establish a truly global brand. These partnerships will offer fans and customers worldwide even more valuable and smarter experiences."

A Solid Foundation of Partnerships

Haier's robust portfolio in sports extends beyond football, with existing affiliations with elite organizations like LaLiga, Liga Portugal, and the Royal Moroccan Football Federation. Such deals emphasize Haier's strategy of pioneering a global sports movement that emphasizes community engagement and localized passion, evident in their involvement in football leagues that garner substantial worldwide attention.

Moreover, Haier has extended its strategic partnership with the ATP Tour until 2028, which encompasses major tournaments such as the Plava Laguna Croatia Open, ABN Amro Open, and the prestigious Nitto ATP Finals in Turin. This ensures continuous visibility of Haier on the courts while providing premier hospitality services and showcasing the company’s latest innovations in smart living.

Richard Heaselgrave, Director of Revenue at PSG, welcomed Haier into the PSG family, highlighting the club’s ambition to bring fans closer to their beloved team through this collaboration.

A Glimpse into Haier’s Reality

Through these partnerships, Haier positions itself not just as a household name but as an integral part of the lives of sports enthusiasts around the world. As both football clubs resonate with millions, fans can anticipate more interactive and engaging experiences that blend the excitement of sports with the comfort of home. Haier’s marketing strategy does not merely serve for revenue but also fosters a culture of teamwork, innovation, and shared values with their partners.

The legacy of Haier and Liverpool FC boasts historical ties, as the former was a principal sponsor in the late 1980s, and early 1990s during the club’s exceptional era, making this recent alliance particularly symbolic. Haier's intent is transparent: to establish itself on par with champions through a series of impactful and meaningful partnerships.

Haier’s Broader Vision

Founded in 1984, Haier has established itself as a global leader in providing solutions for a better life and driving the digital transformation of society. Following its guiding principle of user-centric designs, the company has founded several R&D centers and manufacturing facilities worldwide, achieving remarkable revenue milestones while continually enhancing its brand recognition in the competitive market of large home appliances.

As the multi-sport landscape continues to expand, Haier’s effective partnerships with international sporting events will likely create a ripple effect, fostering relationships that resonate deeply with fans—in venues and at home. This commitment reiterates Haier’s vision of empowering consumers through advanced technologies, creating richer and more connected lifestyle experiences.

In conclusion, Haier's foray into football through partnerships with Liverpool FC and PSG reflects more than just business strategy; it embodies a commitment to bridging the gap between sporting passion and home life enrichment. With these partnerships, Haier becomes a name synonymous with excellence in both technology and sports, inspiring a global community through shared values and a vision for a better future.

As Haier continues to evolve, it remains dedicated to its core belief: excellence knows no boundaries—live, cheer, and win with the leaders in the Home of Champions.