BERLIN — Haier Group, the world’s leading major home appliance brand by global retail volume, has announced multi-year sponsorship agreements with Liverpool Football Club and Paris Saint-Germain, cementing its growing presence in international sports.
The deals were unveiled at IFA Berlin, where executives from both clubs joined Haier leadership to launch the company’s updated global brand strategy. The partnerships will activate across stadium, digital, and retail touchpoints, while also exploring co-branded smart-home products designed to bring the energy of matchdays into consumers’ homes.
“Partnering with Liverpool FC and Paris Saint-Germain, two of the most celebrated clubs in world football, reflects Haier’s ambition to connect with fans through innovation and excellence,” said Haishan Liang, Vice Chairman of Haier Group. “We design products the way great teams play: with precision, teamwork, and constant improvement.”
Expanding Global Sports Portfolio
The latest agreements strengthen Haier’s football roadmap, which already includes LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. These partnerships highlight the company’s focus on Spain, Portugal, and Africa as strategic growth regions.
Beyond football, Haier has also renewed its sponsorship with the ATP Tour through 2028, maintaining visibility at high-profile tournaments including the Nitto ATP Finals in Turin, the BMW Open in Munich, and the ABN Amro Open in Rotterdam. The extension expands Haier’s category rights beyond home appliances to include home entertainment and TVs, broadening its reach across digital platforms and live events.
Club Leaders Welcome the Deal
Ben Latty, Chief Commercial Officer of Liverpool FC, called Haier “an ambitious, innovative, and world-leading brand” whose global reach aligns with the club’s worldwide fanbase.
Richard Heaselgrave, Chief Revenue Officer of Paris Saint-Germain, added: “This partnership is a unique opportunity to bring the club even closer to our fans, both at the stadium and at home.”
A Legacy in Sport
Haier’s connection to football stretches back decades. Candy, now part of Haier Europe, was Liverpool FC’s main sponsor in the late 1980s and early 1990s—an era still remembered as one of the most iconic in the club’s history. With its latest deals, Haier strengthens its long-term commitment to global sports marketing.
The company’s sponsorship portfolio now spans football, tennis, volleyball, and cricket, reflecting a multi-sport strategy that mirrors Haier’s brand values of innovation, excellence, and teamwork.
Positioning as a Global Consumer Brand
By aligning with two of the most globally followed football clubs and renewing long-term commitments in tennis, Haier is positioning itself not just as a home appliance leader but as a lifestyle brand connected to sport and culture worldwide.
The partnerships aim to transform fan engagement into smart-home experiences, reinforcing Haier’s mission to turn “passion on the pitch and court into smarter, more connected living at home.”
