BERLIN, Sept. 09, 2025 — Haier, recognized as the world’s leading major home appliance brand by global retail volume, announced comprehensive multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain at IFA Berlin. Senior representatives from both clubs joined Haier for the brand’s strategy launch, where they detailed plans for activations across stadium, digital, and retail platforms, exclusive fan experiences, and opportunities to collaboratively develop smart-home products designed to integrate the excitement of match day into daily life.
“We are delighted to enhance our sports marketing approach by collaborating with Liverpool Football Club and Paris Saint-Germain — two of the globe’s most acclaimed championship clubs,” stated Liang Haishan, Vice Chairman and President of Haier Group. “Successful teams achieve victory through precision, teamwork, and continuous improvement. We craft our products in a similar manner: human-centric design, technology-driven innovation, and proven reliability in everyday use.”
Ben Latty, Chief Commercial Officer for Liverpool FC, expressed his approval of the alliance: “Haier is an ambitious, innovative, and world-class brand… Its global reach resonates with the extensive worldwide fanbase of Liverpool Football Club, and we are eager to witness this partnership flourish.” Richard Heaselgrave, Chief Revenue Officer for Paris Saint-Germain, added: “As a leading global home appliance brand, Haier is an integral part of people’s daily routines. This collaboration presents a unique chance to foster an even closer connection between the Club and our fans globally, both within the stadium and in their homes.”
Beyond these club agreements, Haier is expanding its football-related initiatives throughout Spain, Portugal, and Morocco through collaborations with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. This highlights the crucial role these markets play in the brand’s regional strategy.
As part of its dual-sponsorship model spanning football and tennis, Haier has renewed its strategic partnership with the ATP Tour, extending through 2028. The brand’s tennis event portfolio includes the Plava Laguna Croatia Open (Umag), ABN AMRO Open (Rotterdam), BMW Open (Munich), and the season-ending Nitto ATP Finals (Turin). This extension guarantees on-court visibility, premium hospitality, and on-site product integration at selected events, further amplified by the ATP’s digital channels which reach an online audience exceeding one billion.
“The extension of our partnership with Haier underscores the effectiveness and positive impact of our collaboration to date,” commented Rodolphe Tastet, ATP Vice President, Partnerships. “Since joining forces in 2023, we have worked closely to showcase Haier’s advanced technology to the ATP’s worldwide audience.” In the upcoming phase, Haier will broaden its ATP Gold Partner role from solely Home Appliances to include Home Entertainment & TV, thereby strengthening cross-category exposure and engagement with global fans.
These strategic decisions reflect a consistent sponsorship philosophy centered on elegance, precision, and high performance — attributes shared by elite athletes and Haier’s connected product solutions. The brand’s approach involves selecting platforms that exemplify excellence, teamwork, and continuous improvement, transforming sport into a universal language that unites technology, culture, and emotion under a single narrative: Play with the Number Ones.
Haier’s association with sport is neither new nor incidental. In the late 1980s and early 1990s, Candy — now a part of Haier Europe — served as a primary shirt sponsor for Liverpool FC, a period widely considered iconic in the club’s history. Today’s announcement brings that narrative full circle, reaffirming the Group’s long-standing connection with football communities globally.
By forging alliances with Liverpool FC and Paris Saint-Germain, extending its long-term ATP Tour partnership, and deepening its involvement in LALIGA, Liga Portugal, and Moroccan football, Haier is not merely associating its name with champions. Instead, it is demonstrating how the world’s leading home appliance brand can perform at the same caliber as the world’s top clubs and athletes. The overarching objective is clear: to translate the passion ignited on the pitch and court into smarter, more connected living environments at home.
Photos accompanying this announcement are available at:
CONTACT: Contact: Haier Jiao Honghong jiaohonghong@haier.com
