Haier expands global sports footprint, signs new partnerships with Liverpool Football Club and Paris Saint-Germain

Berlin (Web Desk): Haier, the world’s leading home appliance brand by retail sales volume, has announced a new wave of international sports partnerships that significantly broaden its global strategy.

The company revealed multi-year deals with Liverpool Football Club and Paris Saint-Germain, two of football’s most widely followed teams, while also extending its sponsorship with the ATP Tour and reaffirming its alliances with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation.

The announcement was made at IFA Berlin, where senior executives from Liverpool and PSG joined Haier for the global unveiling of its updated brand strategy. As part of the agreements, Haier will activate across stadium, retail, and digital platforms, create exclusive experiences for fans, and develop co-branded smart-home products designed to carry the excitement of matchday into everyday living.

“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,” said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group. He emphasized that both clubs reflect Haier’s values of innovation, excellence, and teamwork. “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.”

Liverpool’s Chief Commercial Officer, Ben Latty, described Haier as an ambitious, world-leading brand with global reach that matches the club’s fanbase. “We’re excited to see this partnership come to life and look forward to working together,” he said. PSG’s Chief Revenue Officer, Richard Heaselgrave, echoed the sentiment, calling the partnership a way to bring the club closer to supporters around the world, both at home and in stadiums.

Haier’s commitment to football extends beyond its newest deals. The brand also partners with LALIGA, one of the most-watched football leagues globally; Liga Portugal, one of Europe’s fastest-growing leagues; and the Royal Moroccan Football Federation, a leading African national team with growing international visibility. These partnerships highlight the importance of Spain, Portugal, and Morocco in Haier’s football roadmap.

Haier’s new sports phase also includes tennis, where it has extended its partnership with the ATP Tour through 2028. Under this renewal, Haier remains an ATP Gold Partner but expands its category coverage to include Home Entertainment and TV. The agreement secures continued brand presence on-court, premium hospitality rights, and on-site product integrations at top events, including the ABN Amro Open in Rotterdam, BMW Open in Munich, Plava Laguna Croatia Open in Umag, and the prestigious season-ending Nitto ATP Finals in Turin. Haier also maintains sponsorship of Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open, cementing tennis as a key pillar of its global strategy.

ATP Vice President of Partnerships Rodolphe Tastet praised the collaboration, noting that since 2023 Haier has effectively showcased its premium technology to tennis fans worldwide. He welcomed the extended agreement as a sign of shared commitment to innovation and excellence.

The brand’s alignment with elite tennis reflects shared values such as precision, elegance, and performance—qualities that Haier associates with both champions on court and its connected solutions in the home.

With Liverpool, PSG, and the ATP Tour at its side, along with established partnerships in Spain, Portugal, and Morocco, Haier is deepening its role in sport on a truly global scale. The company sees these sponsorships not only as branding exercises but as platforms to inspire and connect with fans while promoting smarter, more connected lifestyles.

These partnerships add to a sponsorship portfolio that already spans football, tennis, volleyball, and cricket. Haier’s approach has always been to select platforms that mirror its values of excellence, teamwork, and continuous improvement. In fact, the company’s relationship with Liverpool goes back decades: in the late 1980s and early 1990s, Candy—now part of Haier Europe—was Liverpool’s shirt sponsor, making today’s announcement a full-circle moment.

Haier’s ties to sport are both global and diverse, from volleyball in China to cricket in South Asia, from Roland-Garros clay courts to European and African football arenas. Its sponsorship model blends global vision with local passion, adapting to cultural contexts while emphasizing its mission to improve everyday life through innovation.

By linking its name with champion clubs, athletes, and tournaments, Haier underscores its philosophy that excellence belongs everywhere—whether on the pitch, on the court, or at home.

The company’s strategy reflects a belief in sport as a universal language that inspires, connects, and creates shared value.