Haier Appliances has announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain. The announcement was made at IFA Berlin, where executives from both clubs joined Haier to present the company’s updated brand strategy.
Under the agreements, Haier will gain brand visibility across stadiums, digital platforms, and retail channels. The partnerships also include plans for exclusive fan experiences and the development of co-branded smart-home products.
Haier has also established partnerships with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, reflecting a focused approach to key football markets in Spain, Portugal, and Morocco.
In addition to football, Haier has extended its strategic partnership with the ATP Tour through 2028. The company will continue its involvement with tournaments including the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich), and the Nitto ATP Finals (Turin). The extension includes brand visibility, hospitality opportunities, and product integration at selected events. Haier will also appear across the ATP’s digital channels.
Haier remains a sponsor of major tennis events including Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open. The company will now expand its ATP Gold Partner status to include both Home Appliances and Home Entertainment & TV categories.
In India, Haier continues its “Sport-o-Tainment” strategy, which combines sport and entertainment to engage consumers. The brand has previously associated with events such as the IPL, ICC Cricket World Cups, and international tennis tournaments.
The company noted its historic connection to Liverpool FC. Candy, now part of Haier Europe, was Liverpool’s main sponsor during the late 1980s and early 1990s.
These new agreements build on Haier’s existing portfolio of sports partnerships across football, tennis, volleyball, and other disciplines.
