BERLIN — Home appliance giant Haier has strengthened its global brand presence by announcing multi-year partnerships with Liverpool Football Club and Paris Saint-Germain (PSG). The deals, revealed at IFA Berlin, unite the Chinese manufacturer with two of the world’s most followed football clubs, extending Haier’s sports marketing strategy across Europe and beyond.
Executives from both clubs joined Haier for the unveiling of the agreements, which will see the brand activate across stadium, digital, and retail platforms, deliver exclusive fan experiences, and explore co-branded smart-home products designed to bring matchday energy into everyday living.
“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool and PSG,” said Haishan Liang, Vice Chairman and President of Haier Group. “Their pursuit of excellence mirrors Haier’s DNA — precision, teamwork, and continuous improvement.”
Extending Haier’s Football Roadmap
The partnerships build on Haier’s expanding football portfolio, which already includes LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. By targeting Spain, Portugal, and Morocco, Haier reinforces its footprint in regions where football culture is both commercially powerful and globally influential.
Liverpool FC Chief Commercial Officer Ben Latty welcomed the collaboration, calling Haier “an ambitious, innovative, world-leading brand whose global reach aligns with our fanbase.” PSG Chief Revenue Officer Richard Heaselgrave echoed the sentiment, describing the partnership as an opportunity to deepen connections with fans both at the stadium and at home.
Renewed Commitment to Tennis
Haier also renewed and expanded its ATP Tour partnership through 2028, extending its category rights from home appliances to include home entertainment and TV. The deal covers high-profile tournaments such as the Nitto ATP Finals in Turin, the BMW Open in Munich, and the ABN Amro Open in Rotterdam, providing Haier with extensive on-court visibility and digital exposure to a global fanbase.
ATP Vice President of Partnerships Rodolphe Tastet highlighted the impact of the collaboration: “Since joining forces in 2023, we’ve showcased Haier’s premium technology to a global audience. Extending our partnership reinforces our shared commitment to innovation and excellence.”
A Legacy of Sports Sponsorship
Haier’s strategy blends global reach with local authenticity. From cricket stadiums in South Asia to volleyball in China and Roland-Garros in Paris, the company adapts its sponsorship model to local passions while reinforcing a universal brand message of excellence and innovation.
The Liverpool deal also revives historical ties: in the late 1980s and early 1990s, Haier subsidiary Candy was the club’s main shirt sponsor, an era that remains one of the most iconic chapters in Liverpool’s history.
By aligning with two of Europe’s most iconic clubs and deepening its footprint in global tennis, Haier positions itself not just as a market leader in appliances, but as a cultural player in sport. The company’s strategy reflects its belief that sport is a universal language — one that unites technology, teamwork, and passion in the pursuit of excellence.
