Haier Expands Global Sports Marketing Strategy with Partnerships with Liverpool FC and Paris Saint-Germain

Haier, the global leader in retail sales of major household appliances, has announced multi-year global partnerships with Liverpool FC and Paris Saint-Germain, two of the world's most popular football clubs. The agreements unite the brand with the clubs, further expanding Haier's sports marketing strategy. As part of the partnerships, Haier will be active in stadiums, at digital and retail touchpoints, offer exclusive fan experiences, and develop co-branded smart home products that bring the energy of matchday into everyday life. Haier's Executive Vice President and Chairman, Haishan Liang, stated that the partnerships will inspire, connect, and deliver richer, smarter experiences to fans and consumers worldwide. "Great teams succeed through precision, teamwork, and continuous improvement. We develop our products in the same way: tailored to people's needs, powered by technology, and proven in everyday use."

Key Takeaways:

• Haier has announced multi-year global partnerships with Liverpool FC and Paris Saint-Germain, further expanding its sports marketing strategy.
• The partnerships will make Haier active in stadiums, at digital and retail touchpoints, offer exclusive fan experiences, and develop co-branded smart home products.
• Haier will also be the main sponsor of major international tennis tournaments, including the ATP Tour, Roland-Garros, and the Rolex Paris Masters.
• The brand's partnership with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation underscores the strategic importance of Spain, Portugal, and Morocco to Haier's football strategy.
• Haier's sports sponsorship strategy is designed to reflect local passions while serving a global purpose, making sport a universal language that unites technology, culture, and emotions.
• The partnership between Haier and Liverpool FC brings the two entities full circle, having previously worked together in the 1980s and 1990s when Candy, now part of Haier Europe, was the main sponsor of the club.
• Haier's dual sponsorship strategy in the world of sports includes tennis, football, volleyball, and other disciplines, with the brand's values of excellence, teamwork, and continuous improvement guiding its partnerships.
• Haier's connection to sports is comprehensive, strategic, and global, reflecting a true multi-sport identity, with the brand developing a sponsorship model that adapts to local enthusiasm while reinforcing its global vision.

Statistics:

• 2 of the world's most popular football clubs, Liverpool FC and Paris Saint-Germain, have partnered with Haier.
• Haier will be active in stadiums and at digital and retail touchpoints.
• The brand will develop co-branded smart home products that bring the energy of matchday into everyday life.
• Haier's partnership with the ATP Tour will continue until 2028.
• The brand will benefit from its on-court brand visibility, world-class hospitality experiences, and on-site product integration at select ATP Tour events.
• Haier will also benefit from exposure on the ATP's digital channels, reaching an online audience of more than one billion people.
• Haier's sponsorship model adapts to local enthusiasm while reinforcing its global vision.

Sources:

• [Haier press release]
• [Liverpool FC official website]
• [Paris Saint-Germain official website]
• [ATP Tour official website]
• [LALIGA official website]
• [Liga Portugal official website]
• [Royal Moroccan Football Federation official website]
• [Candy (Haier Europe) press release]