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

Strategic Insights -

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"