BERLIN: Haier, the world’s top-ranked home appliance brand by retail sales volume, has announced new global partnerships with Liverpool Football Club and Paris Saint-Germain, strengthening its presence in international sports.
The deals, unveiled at the IFA Berlin trade fair, will see Haier collaborate with the two clubs across stadium, digital, and retail platforms. The company also plans to create exclusive fan experiences and explore co-branded smart-home products inspired by matchday excitement.
“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain – two of the world’s most celebrated champion clubs,” said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group. “Great teams win through precision, teamwork, and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use.”
Club executives welcomed the move. Liverpool’s Chief Commercial Officer Ben Latty described Haier as “an ambitious, innovative, and world-leading brand” whose global reach aligns with the club’s fanbase. Richard Heaselgrave, Chief Revenue Officer at PSG, said the partnership would bring the club closer to fans “both at the stadium and at home.”
Beyond club football, Haier has also expanded its partnerships with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. These agreements highlight the company’s focus on Spain, Portugal, and Morocco as key markets in its global football roadmap.
In tennis, Haier has extended its deal with the ATP Tour through 2028. The renewal includes branding at major tournaments such as the Plava Laguna Croatia Open, ABN Amro Open, BMW Open, and the season-ending Nitto ATP Finals in Turin. Haier will also continue its partnerships with Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open.
The extended agreement expands Haier’s sponsorship rights to cover both home appliances and home entertainment products. “Since joining forces in 2023, we’ve worked closely to showcase Haier’s premium technology to the ATP’s global audience. We’re proud to keep building on that momentum,” said Rodolphe Tastet, ATP Vice President, Partnerships.
Haier’s multisport strategy also spans volleyball, cricket, and other disciplines, with sponsorships designed to reflect local passions while reinforcing the brand’s global identity.
The announcement marks a return to Liverpool for Haier Group: its subsidiary Candy was the club’s main sponsor in the late 1980s and early 1990s, a period still remembered as an iconic era in the team’s history.
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