BERLIN — Haier Group, the world’s leading home appliance brand by retail volume, announced new multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain (PSG), reinforcing its long-term sports marketing strategy. The deals, unveiled at IFA Berlin, place Haier alongside two of the most-followed football clubs worldwide and strengthen its positioning as a global lifestyle and technology leader.
Under the agreements, Haier will activate across stadium, digital, and retail platforms, deliver exclusive fan experiences, and collaborate on co-branded smart-home products designed to merge matchday passion with everyday living.
“Partnering with Liverpool and PSG allows us to elevate our global sports strategy while aligning with clubs that embody excellence and innovation,” said Haishan Liang, Vice Chairman of Haier Group. “Just as great teams win through precision, teamwork, and constant improvement, Haier designs its products around people, powered by technology, and proven in daily use.”
Reinforcing Football and Global Reach
Haier’s new deals build on its existing football portfolio, which includes LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. These partnerships cement Haier’s influence across key markets in Europe, Africa, and beyond.
Liverpool FC’s Chief Commercial Officer Ben Latty welcomed the move, calling Haier “an ambitious, innovative, and world-leading brand” that aligns with the club’s global fanbase. PSG’s Chief Revenue Officer Richard Heaselgrave echoed the sentiment, noting that Haier “is part of people’s everyday lives, and this partnership brings the Club even closer to fans around the world.”
The announcement also carries historical significance: in the late 1980s and early 1990s, Candy, now part of Haier Europe, was Liverpool FC’s main shirt sponsor — an era remembered as one of the club’s most iconic.
Beyond Football: A Multi-Sport Strategy
Haier has also renewed its ATP Tour partnership through 2028, extending its portfolio across top tennis tournaments including the Nitto ATP Finals, BMW Open, ABN Amro Open, and Plava Laguna Croatia Open. The extension expands Haier’s role beyond home appliances into home entertainment and TV, amplifying cross-category brand visibility.
Rodolphe Tastet, ATP Vice President of Partnerships, praised the renewal, saying it demonstrates “the value and impact of our collaboration in showcasing Haier’s premium technology to a global audience.”
Haier’s multi-sport identity now spans football, tennis, volleyball, and cricket, positioning the brand at the intersection of sport, technology, and culture. The company emphasizes that its sponsorships are not just about visibility but about authentic connections with fans, tailored to local cultures while reflecting Haier’s global mission.
A Global Brand in Transformation
Founded in 1984, Haier has grown into a Fortune Global 500 company with revenues of $55.9 billion in 2024. Ranked No.1 in Euromonitor’s global major appliance sales for 16 consecutive years, Haier operates across smart living, health, and digital economy industries, with 163 manufacturing centers and 10 R&D hubs worldwide.
By aligning with football giants Liverpool and PSG, while deepening its tennis presence, Haier underscores its ambition to play at the same level as the world’s top clubs and athletes. The partnerships highlight Haier’s strategy of transforming passion for sport into smarter, more connected living experiences for consumers worldwide.
