Haier Forges New Global Sports Partnerships with Liverpool FC, PSG & ATP Tour

Haier Joins Forces with Football Giants Liverpool FC and Paris Saint-Germain

Big news in the world of sports and smart living! Haier, the number one major home appliance brand globally, has announced exciting new multi-year global partnerships with two of football’s biggest clubs: Liverpool Football Club and Paris Saint-Germain. This move brings together a brand renowned for user-centric innovation with two teams celebrated for their massive global fanbases and relentless pursuit of excellence.

The announcement was made at IFA Berlin, where executives from both clubs joined Haier to unveil its new brand strategy. These partnerships promise to deliver an enhanced experience for fans worldwide, activating across stadium, digital, and retail touchpoints. Get ready for exclusive fan experiences and even co-branded smart-home products designed to bring that exhilarating matchday energy right into your daily life.

Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group, expressed his enthusiasm: “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. Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier’s entrepreneurial DNA and our commitment to building a truly global brand. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide.” He added, “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.”

The excitement is shared by the clubs. Ben Latty, Chief Commercial Officer at Liverpool Football Club, stated, “Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family. As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world. This global reach aligns with the scale of Liverpool Football Club’s global fanbase, and we’re excited to see this partnership come to life and look forward to working together.”

Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, echoed the sentiment: “We are very pleased to welcome Haier to the Paris Saint-Germain family. As a global leading home appliance brand, Haier is part of people’s everyday lives. This partnership is a unique opportunity to bring the Club even closer to our fans around the world, both at the stadium and at home.”

Haier’s Expanding Sports Universe

These new partnerships with Liverpool and PSG are part of a broader, strategic expansion in Haier’s sports marketing. The brand already has strong ties in football, partnering with LALIGA, one of the most-watched leagues globally, Liga Portugal, and the Royal Moroccan Football Federation. These collaborations highlight the strategic importance of Spain, Portugal, and Morocco in Haier’s football strategy.

Beyond football, Haier is also making significant waves in the world of tennis. The brand has renewed its strategic partnership with the ATP Tour through 2028, expanding its role as an ATP Gold Partner to include Home Entertainment & TV, alongside Home Appliances. This means even more on-court brand visibility, premium hospitality, and product integration at top tournaments like the Plava Laguna Croatia Open, ABN Amro Open, BMW Open, and the prestigious season-ending Nitto ATP Finals in Turin.

Haier’s tennis portfolio also includes partnerships with iconic tournaments like Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open, cementing tennis as a premium platform in its global strategy. Rodolphe Tastet, ATP Vice President, Partnerships, noted, “Extending our partnership with Haier shows the value and impact of our collaboration so far. 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, reinforcing our shared commitment innovation and excellence.” The brand’s connection with major tennis events is rooted in shared values of elegance, precision, and the quest for top-level performance.

Playing with the Number Ones

By teaming up with Liverpool Football Club and Paris Saint-Germain, renewing its long-term partnership with the ATP Tour, and reinforcing its presence in other major football leagues, Haier is truly demonstrating its philosophy: “Play with the Number Ones.” As the world’s leading home appliance brand, Haier aims to operate at the same level as the world’s top clubs and athletes, transforming the passion on the pitch and court into smarter, more connected living at home.

Excellence belongs everywhere – live, cheer, and win with the number ones in the Home of the Champions. These partnerships are not isolated initiatives but rather the latest chapter in Haier’s long-standing connection with sport, built on the belief that sport is a powerful platform to inspire, connect, and create shared value. They enrich a prestigious sponsorship portfolio across football, tennis, volleyball, and other disciplines, showcasing Haier’s distinctive approach to partnerships: selecting platforms that mirror its brand values of excellence, teamwork, and continuous improvement.

A blast from the past for Liverpool fans: Candy, now part of Haier Europe, was a main sponsor of Liverpool Football Club in the late 1980s and early 1990s – an iconic era in the club’s history. Today’s announcement brings this story full circle, reinforcing the Group’s deep and long-standing connection to football and its global fan communities.

Haier Means Sport

Haier’s commitment to sport is broad, strategic, and truly global, reflecting a multisport identity. From volleyball courts in China to the clay of Roland-Garros, from cricket stadiums in South Asia to football arenas in Europe and Africa, Haier has crafted a sponsorship model that adapts to local passions while reinforcing its global vision. This approach is reflected in its wide range of products, each designed to meet the real needs of consumers while respecting cultural specificities and local habits.

Whether it’s a washing machine tailored for delicate fabrics or an air conditioner capable of operating during power surges, every Haier solution is conceived to make life better for people everywhere. This same vision guides Haier’s sports sponsorship strategy: a portfolio of partnerships that reflects local passions while serving a global purpose. From football pitches to tennis courts, and across continents, Haier invests in platforms that genuinely resonate with people’s lives, turning sport into a universal language that unites technology, culture, and emotion under one shared story: Play with the Number Ones.