MUMBAI: When it comes to sport, Haier is no longer just in the business of cool refrigerators, it’s chilling with champions. The world’s No.1 global major appliances brand for 16 consecutive years has just unveiled blockbuster multi-year partnerships with Liverpool Football Club and Paris Saint-Germain, two of the most-followed clubs on the planet. The announcement, made at IFA Berlin, saw club executives join Haier leaders to reveal a fresh brand strategy that links the footballing elite with a company famed for user-centric innovation. Fans can expect Haier to activate its badge across stadiums, digital platforms and retail touchpoints, roll out exclusive fan experiences, and even explore co-branded smart-home products that channel matchday passion straight into living rooms.
But the deal doesn’t stop at Anfield or Parc des Princes. Haier’s football footprint already spans LALIGA among the world’s most-watched leagues, Liga Portugal, one of Europe’s fastest-growing, and the Royal Moroccan Football Federation, home to Africa’s rising powerhouse. Together, these partnerships highlight the strategic weight of Spain, Portugal and Morocco in Haier’s football roadmap.
Off the pitch, Haier is just as aggressive on the court. The brand has renewed its ATP Tour partnership through 2028, ensuring visibility at four major tournaments: the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich), and the season-ending Nitto ATP Finals in Turin. That means more than just logos on banners, think on-court branding, hospitality experiences and product integration designed to put Haier in front of an audience of over one billion online fans. Add to that its continuing partnerships with Roland-Garros, the Rolex Paris Masters, the Australian Open and Madrid Open, and tennis is firmly set as Haier’s premium playground.
The brand has also expanded its ATP role beyond Home Appliances into Home Entertainment & TV, signalling a cross-category push to engage global fans with both fridges and flat-screens. It’s a dual-sponsorship strategy that Haier calls Sport-o-Tainment where sporting passion fuses with entertainment. In India, this has meant aligning with IPL, ICC Cricket World Cups and even Wimbledon, tapping into a country where sports-crazy youth expect both premium experiences and cultural connection.
Values are at the core of these deals. For Haier, football and tennis embody teamwork, elegance, precision and top-level performance traits it likens to its connected smart solutions. As the brand frames it, this is about more than advertising; it’s about reflecting excellence and creating shared value across continents.
The partnerships also carry a touch of nostalgia. In the late 1980s and early 1990s, Candy now part of Haier Europe was Liverpool’s main shirt sponsor, a chapter still remembered fondly by Reds fans. With Haier’s new tie-up, the story comes full circle, reuniting the club with a brand family that has history stitched into its shirt.
Whether on the turf at Anfield, the clay of Roland-Garros or the hard courts of Melbourne, Haier is proving that its winning streak is not confined to the kitchen. By pairing itself with champions of football and tennis, the company is playing at the very top tier of global sport and inviting fans to bring that energy home.
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