Haier signs new partnerships in the world of football with Liverpool Football Club and Paris Saint-Germain
Haier, ranks first in the global retail volume of major home appliance brand sales. Haier Europe today announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain. The agreements unite two of the most followed football clubs in the world with a brand known for user-centred innovation.
Today at IFA Berlin, executives from both clubs joined Haier to witness the unveiling of Haier’s new brand strategy and to announce the partnerships globally. Under the partnerships, Haier will activate across stadium, digital and retail touchpoints; deliver exclusive fan experiences; and explore co-branded smart-home products that bring matchday energy into everyday life.
“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.” said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group. “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.”
“Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family,” comments Ben Latty, Chief Commercial Officer at Liverpool Football Club. “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.”
“We are very pleased to welcome Haier to the Paris Saint-Germain family.” said Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain. “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.”
In football, Haier also partners with LALIGA—one of the most watched football leagues globally—, Liga Portugal—one of the fastest-growing national leagues in Europe—, and the Royal Moroccan Football Federation—a top-ranked national team in Africa with increasing global visibility. These partnerships underscore the strategic centrality of Spain, Portugal, and Morocco in Haier’s football roadmap.
As part of its brand-new dual-sponsorship strategy in the world of sport that includes tennis, Haier has renewed its strategic partnership with the ATP Tour through 2028. The brand tournament portfolio will include: the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich) and the prestigious season-ending Nitto ATP Finals in Turin. The extension will see Haier continue to receive on-court brand visibility, premium hospitality experiences and on-site product integration at select ATP Tour events, providing a global platform to showcase its latest smart living innovations. The brand will also benefit from exposure across the ATP’s digital channels, reaching an online audience of more than one billion. In the tennis world, Haier continues its partnerships with Roland-Garros and the Rolex Paris Masters as well as with the Australian Open and the Mutua Madrid Open, further consolidating tennis as a premium platform in its global strategy.
As part of this new phase, Haier will expand its role as ATP Gold Partner, not only in the Home Appliances category but now also in Home Entertainment & TV, reinforcing its cross-category visibility and ongoing dialogue with a global fan base.
“Extending our partnership with Haier shows the value and impact of our collaboration so far”. Says Rodolphe Tastet, ATP Vice President, Partnerships. “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 partnership between the brand and the major international tennis events springs from a deep sharing of values, such as elegance, precision and the quest for top-level performance. Qualities that distinguish both the great champions and Haier connected solutions: perfect combination of technique, excellence, and expression of style.
By teaming up with Liverpool Football Club and Paris Saint-Germain, renewing long-term partnership with the ATP Tour and major international tournaments, and reinforcing its presence in LALIGA, Liga Portugal and Moroccan football, Haier is not just placing its name beside champions — it is proving how the world’s number one home appliance brand plays at the same level as the world’s number one clubs and athletes. Together, we turn passion on the pitch and on the 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. Far from being an isolated initiative, these partnerships are the latest chapter in a long-standing story between Haier and sport, a journey built on the belief that sport is a powerful platform to inspire, connect, and create shared value. They enrich a portfolio of prestigious sponsorships already in place across football, tennis, volleyball, and other disciplines, confirming Haier distinctive approach to partnerships: selecting platforms that mirror the brand’s values of excellence, teamwork, and continuous improvement.
In the late 1980s and early 1990s, Candy – now part of Haier Europe – was the main sponsor of Liverpool Football Club, an era that remains one of the most iconic chapters in the club’s history. With today’s announcement, the story comes full circle, reinforcing the Group’s long-standing connection to football and its global fan communities.
HAIER MEANS SPORT
Haier connection with sport is broad, strategic, and global, reflecting a true multisport identity. From volleyball courts in China to the clay of Roland-Garros, from the cricket stadiums of South Asia to the football arenas of Europe and Africa, Haier has built a sponsorship model that adapts to local passions while reinforcing its global vision. This philosophy is reflected in Haier’s wide portfolio of references, each designed to meet the real needs of consumers while respecting cultural specificities and local habits.
Whether it’s a washing machine tailored for the care of traditional and delicate fabrics, or an air conditioner capable of operating even during power surges, every solution is conceived to make life better for people everywhere.
The same vision guides Haier sports sponsorship strategy: a portfolio of partnerships that reflects local passions while serving a global purpose. From football pitches to tennis courts, from Europe to Asia and Africa, Haier invests in platforms that resonate authentically 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.
