Haier has signed new multi-year global sponsorship agreements with Liverpool Football Club and Paris Saint-Germain, expanding its sports marketing strategy. The announcement was made at IFA Berlin, where executives from both clubs joined Haier for the global launch of its updated brand strategy.
Under these partnerships, Haier will be featured across stadiums, digital platforms, and retail channels, and will offer exclusive fan experiences. The agreements also include the potential development of co-branded smart-home products.
The company is also strengthening its presence in international football through ongoing partnerships with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. These deals support Haier's strategic focus on football in Spain, Portugal, and Morocco.
Haier has also extended its sponsorship with the ATP Tour until 2028, maintaining visibility at events such as the Nitto ATP Finals, ABN Amro Open, BMW Open, and the Plava Laguna Croatia Open. The partnership now includes Home Entertainment & TV, in addition to Home Appliances. Haier continues its sponsorship of major tennis tournaments including Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open.
“Our aim is 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.
"Haier is an ambitious, innovative, and world-leading brand," added Ben Latty, Chief Commercial Officer at Liverpool Football Club. "We’re excited to see this partnership come to life."
Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, commented: “This partnership is a unique opportunity to bring the Club even closer to our fans around the world.”
Rodolphe Tastet, ATP Vice President, Partnerships, noted: “Since joining forces in 2023, we’ve worked closely to showcase Haier’s premium technology to the ATP’s global audience.”
