#None #Haier #Paris Saint-Germain #Liverpool FC

Haier Teams Up with World-Class Football Clubs

In a significant move for their global marketing strategy, Haier, a leading name in the home appliance sector, has announced long-term partnerships with two of the world’s most renowned football clubs: Liverpool Football Club and Paris Saint-Germain (PSG). This collaboration marks a strategic enhancement as Haier seeks to intertwine its brand with the passion that football generates globally.

Partnership Announcement at IFA

The announcement took place at the IFA trade show in Berlin, where executives from both Liverpool and PSG joined Haier in unveiling a comprehensive new branding strategy. This partnership aims not only to promote products but also to enrich the experience of millions of football fans around the world. Through various activities on stadiums, social media, and retail environments, fans will gain access to exclusive experiences and a chance to interact with Haier’s cutting-edge smart home products, which are designed to incorporate the excitement of match days into everyday life.

A Shared Vision of Innovation and Excellence

Haishan Liang, the Vice President and CEO of Haier Group, expressed enthusiasm about the partnerships. He said, “The relentless pursuit of excellence seen in both clubs resonates deeply with Haier’s entrepreneurial spirit. We aim to inspire and connect fans while creating smarter experiences for consumers globally.” This statement underscores the alignment of values between Haier and these top-tier football clubs, reflecting a collective ambition to innovate and serve customers better.

Both Ben Latty, Commercial Director of Liverpool FC, and Richard Heaselgrave, PSG's Revenue Director, echoed this sentiment, celebrating Haier's reputation for quality and innovation. They noted how Haier’s global reach matched the expansive community of both clubs’ fans, thus paving the way for a successful collaboration.

Broader Sporting Engagements

Beyond football, Haier is enhancing its presence in other sports arenas as well. The company renewed its partnership with the ATP Tour, extending their involvement till 2028. It will showcase its brand during key tournaments such as the Plava Laguna Croatia Open and the prestigious Nitto ATP Finals in Turin. This engagement with tennis emphasizes Haier's commitment to premium sports, facilitating a platform where technology and passion converge.

The brand’s relationships with sporting events are strategically aligned with its core values—elegance, precision, and a relentless quest for peak performance. This approach is not limited to football and tennis; it encompasses a diverse range of sports, reinforcing the importance of Haier’s sponsorship in fostering community connections and enhancing the fan experience.

Footprints in Global Football

Haier’s sporting partnerships also include collaborations with La Liga and Liga Portugal, highlighting its intention to penetrate various emerging markets in football across Spain and Portugal, as well as with the Royal Moroccan Football Federation. This expansion reflects Haier's strategic vision in ensuring its connectivity with football’s global fan base, reinforcing its commitment to meaningful engagement.

The Impact on Brand Visibility

Through its football partnerships, Haier is set to significantly increase its visibility in both the consumer electronics and home appliance markets. The company is not just partnering to promote products; it is actively participating in shared experiences alongside sports fans worldwide. The collaboration positions Haier to introduce innovations that align with consumers' lifestyles and aspirations, bridging the gap between high-performance sports and home excellence.

Conclusion

With a storied history of supporting sports, including previous ties to Liverpool FC in the late 80s, today's partnership marks a new chapter for Haier. By securing alliances with leading sports franchises, Haier is establishing itself as a key player at the intersection of technology and sports, turning the thrill of match day into everyday experiences through smart living solutions. This latest chapter in Haier's history highlights the brand's ongoing commitment to excellence, teamwork, and continuous improvement in product quality and consumer engagement. The goal is clear: to inspire a new generation of fans with innovative technology that enhances their daily lives, alongside their passion for sports.