BERLIN — Haier Group, the world’s leading home appliance brand by global retail sales, unveiled major multi-year sports partnerships at IFA Berlin, signing with Liverpool Football Club and Paris Saint-Germain (PSG) while renewing its alliance with the ATP Tour. The strategy reinforces Haier’s global sponsorship platform across football and tennis, connecting the brand with millions of fans worldwide.
The new agreements bring Haier’s branding and product integration into stadiums, digital campaigns, and retail activations. Fans can expect exclusive experiences and the development of co-branded smart-home products designed to extend matchday energy into everyday living.
“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool and PSG — two of the most celebrated clubs in world football,” said Haishan Liang, Vice Chairman and President of Haier Group. “Great teams win through precision, teamwork, and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use.”
Football Expansion
The partnerships extend Haier’s presence in top leagues and federations:
- LaLiga in Spain, one of the most-watched leagues globally.
- Liga Portugal, among Europe’s fastest-growing competitions.
- Royal Moroccan Football Federation, a rising powerhouse in African football.
Liverpool executives praised the partnership’s alignment with the club’s international fan reach, while PSG highlighted the chance to connect with its global audience of more than 500 million fans.
Tennis Commitments
Haier renewed its ATP Tour sponsorship through 2028, expanding beyond home appliances into home entertainment and TV. The partnership portfolio includes events such as the Nitto ATP Finals (Turin), BMW Open (Munich), ABN Amro Open (Rotterdam), and Plava Laguna Croatia Open (Umag).
Haier also remains a partner of Roland-Garros, Australian Open, Rolex Paris Masters, and Mutua Madrid Open, ensuring visibility across the sport’s most prestigious tournaments.
“Since joining forces in 2023, we’ve showcased Haier’s premium technology to a global audience,” said Rodolphe Tastet, ATP Vice President of Partnerships. “We’re proud to build on that momentum.”
A Global Sports Identity
With a sponsorship portfolio spanning football, tennis, volleyball, and cricket, Haier has built a multi-sport global identity. The company’s sports strategy reflects its broader philosophy: tailoring solutions to local lifestyles while reinforcing a unified global brand message.
By aligning with clubs and federations known for excellence, teamwork, and continuous improvement, Haier positions itself not only as a market leader in home appliances but also as a cultural brand at the heart of global sport.
