Haier Unveils Global Sports Strategy: New Football Partnerships (Liverpool, PSG) & ATP Tour Tennis Deal

Haier, a global leader in home appliances, is making a major play in the world of sports, announcing multi-year global partnerships with two of football’s biggest titans: Liverpool Football Club and Paris Saint-Germain. This exciting move brings together a brand renowned for user-centric innovation with clubs celebrated for their global fanbase and relentless pursuit of excellence.

The landmark agreements were unveiled at IFA Berlin, where executives from both LFC and PSG joined Haier to witness the launch of Haier’s new brand strategy. These partnerships promise to deliver an immersive experience for fans worldwide, activating across stadium environments, digital platforms, and retail touchpoints. Get ready for exclusive fan experiences and even co-branded smart-home products designed to infuse the energy of match day into everyday life.

Haishan Liang, Vice Chairman and President of Haier Group, expressed immense enthusiasm, stating, “We are thrilled to elevate our sports marketing strategy… Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier’s entrepreneurial DNA… Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide.” He highlighted the shared values, noting, “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.”

Ben Latty, Chief Commercial Officer at Liverpool FC, welcomed Haier, calling them an “ambitious, innovative, and world-leading brand.” He emphasized the alignment of Haier’s global reach with Liverpool’s massive international fanbase.

Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, echoed the sentiment, stating, “We are very pleased to welcome Haier to the Paris Saint-Germain family… 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.”

These new partnerships are just the latest chapter in Haier’s comprehensive sports strategy. In football, Haier already proudly partners with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, underscoring its strategic focus on key European and African markets.

But Haier’s ambition extends beyond the football pitch. The brand has also significantly strengthened its presence in tennis, renewing its strategic partnership with the ATP Tour through 2028. This includes visibility at prestigious tournaments like the Nitto ATP Finals in Turin, the Plava Laguna Croatia Open, ABN Amro Open, and BMW Open. Haier will continue to enjoy on-court brand visibility, premium hospitality, and product integration, now expanding its role as an ATP Gold Partner to include Home Entertainment & TV, showcasing its smart living innovations to a global audience of over a billion. Haier also maintains key partnerships with iconic events like Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open, solidifying tennis as a premium platform in its global strategy.

Rodolphe Tastet, ATP Vice President, Partnerships, praised the collaboration, noting, “Extending our partnership with Haier shows the value and impact of our collaboration so far… We’re proud to keep building on that momentum, reinforcing our shared commitment innovation and excellence”.

Interestingly, this isn’t Haier Group’s first connection with Liverpool FC. In the late 1980s and early 1990s, Candy – now part of Haier Europe – was the main sponsor of Liverpool Football Club, a period still remembered fondly in the club’s history. Today’s announcement brings this story full circle, reinforcing a long-standing bond with football and its dedicated global communities.

Haier’s strategic multisport identity is truly global, spanning volleyball in China, cricket in South Asia, and, of course, football and tennis across Europe and Africa. This philosophy is rooted in a belief that sport is a powerful platform to inspire, connect, and create shared value, mirroring Haier’s own values of excellence, teamwork, and continuous improvement.

From a washing machine designed for delicate fabrics to an air conditioner that withstands power surges, every Haier solution is crafted to enhance people’s lives. This same user-centric vision drives their sponsorship strategy: investing in platforms that authentically resonate with people’s lives, turning sport into a universal language that unites technology, culture, and emotion.

By aligning with the world’s top clubs and athletes, Haier is proving that the number one home appliance brand plays at the same level as the number one champions. It’s about turning the passion on the pitch and court into smarter, more connected living at home. It’s about living, cheering, and winning with the best, right in the Home of the Champions.

This approach isn’t just about brand visibility; it’s about a deep sharing of values – elegance, precision, and the quest for top-level performance – qualities that define both great athletes and Haier’s innovative, connected solutions.