Haier Partners with Liverpool FC and Paris Saint-Germain in Multi-Year Global Deals

Strategic Insights

Sep 8, 2025 — 1 min read

Haier, the world's No. 1 major home-appliance brand by global retail volume, has announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain at IFA Berlin. The partnerships will see Haier activate across stadium, digital, and retail touchpoints, offering exclusive fan experiences and opportunities to co-create smart-home products that bring matchday energy into everyday life.

Key Takeaways:

Haier has announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain, joining forces with two of the world's most celebrated champion clubs.
The partnerships will span stadium, digital, and retail touchpoints, offering exclusive fan experiences and opportunities to co-create smart-home products.
Haier will work with both clubs to bring matchday energy into everyday life, leveraging their global reach and fanbase.
The partnerships reflect Haier's consistent sponsorship philosophy, which values elegance, precision, and high performance, as shared by elite athletes and Haier's connected solutions.
Haier's connection with sport is long-standing, with the brand having previously been a main shirt sponsor of Liverpool FC in the late 1980s and early 1990s.
The partnerships aim to turn passion on the pitch and court into smarter, more connected living at home.

Statistics:

Haier is the world's No. 1 major home-appliance brand by global retail volume.
The ATP Tour reaches an online audience of over one billion.
Haier's partnership with the ATP Tour is set to continue through 2028.
Haier's tournament portfolio includes the Plava Laguna Croatia Open (Umag), ABN AMRO Open (Rotterdam), BMW Open (Munich), and the season-ending Nitto ATP Finals (Turin).

Sources:

Globe Newswire Berlin, Sept. 09, 2025: "Haier Ramps Up Global Football Ambition with Liverpool FC and Paris Saint-Germain Partnerships"
Haier Group press release, Sept. 09, 2025: "Haier Announces Multi-Year Global Partnerships with Liverpool FC and Paris Saint-Germain"

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