BERLIN — Haier Group, the world’s top-selling major home appliance brand by retail volume, has announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain (PSG). The agreements, unveiled at IFA Berlin, bring two of the most followed football clubs under Haier’s expanding sports sponsorship strategy, reinforcing the company’s ambition to align with champions on and off the pitch.
The deals will see Haier activate branding across stadium, digital, and retail platforms, offer exclusive fan experiences, and explore co-branded smart-home innovations designed to connect matchday energy with everyday living.
“Great teams win through precision, teamwork and constant improvement. We build products the same way,” said Haishan Liang, Vice Chairman and President of Haier Group. “These partnerships reflect Haier’s global vision and our commitment to smarter, richer consumer experiences worldwide.”
Club Endorsements
Liverpool Chief Commercial Officer Ben Latty welcomed the deal, highlighting the club’s global reach: “Haier’s strong international presence mirrors our own global fanbase. Together, we look forward to building exciting activations for supporters.”
PSG’s Chief Revenue Officer Richard Heaselgrave added: “This partnership is a unique opportunity to bring PSG closer to fans globally, both in stadiums and at home.”
Broader Football Footprint
Beyond Liverpool and PSG, Haier is also deepening its ties with LaLiga, Liga Portugal, and the Royal Moroccan Football Federation, reflecting the brand’s strategic focus on Europe and Africa.
In a nod to history, the company noted that its European subsidiary, Candy, was a main sponsor of Liverpool in the late 1980s and early 1990s — an era still regarded as iconic in the club’s commercial legacy.
Expansion in Tennis Sponsorships
Haier also renewed its ATP Tour partnership through 2028, extending its role as ATP Gold Partner. The expansion covers both Home Appliances and Home Entertainment & TV categories, reinforcing its multi-category presence in global sport.
The brand’s tennis sponsorship portfolio now includes the Nitto ATP Finals in Turin, along with events such as the Plava Laguna Croatia Open, ABN Amro Open, BMW Open, Roland-Garros, Rolex Paris Masters, Australian Open, and Mutua Madrid Open.
“Since 2023, we’ve showcased Haier’s premium technology to the ATP’s global audience,” said Rodolphe Tastet, ATP Vice President of Partnerships. “This renewal reflects shared values of innovation and excellence.”
Global Sports Vision
Haier’s broad sponsorship strategy spans football, tennis, volleyball, and cricket, aligning the brand with platforms that mirror its values of teamwork, innovation, and continuous improvement. The company’s aim: to transform passion on the field and court into smarter, more connected lifestyles for millions of consumers worldwide.
By forging ties with iconic football clubs, expanding its role in tennis, and anchoring itself in diverse sports ecosystems, Haier is cementing its identity as a brand that plays at the same level as the world’s leading teams and athletes.
