BERLIN — Haier, the world’s top-selling major home appliance brand, announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain (PSG) at IFA Berlin, strengthening its position in the global sports sponsorship arena.
The agreements place Haier alongside two of the most-followed football clubs worldwide, extending its reach across stadium, digital, and retail channels, while also paving the way for co-branded smart-home products designed to bring matchday excitement into everyday living.
“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool and PSG — two of the world’s most celebrated champion clubs,” said Haishan Liang, Vice Chairman and President of Haier Group. “Their pursuit of excellence mirrors Haier’s DNA of innovation, precision, and teamwork.”
Aligning with Football Giants
The Liverpool deal reconnects Haier with the club more than three decades after its subsidiary Candy served as main sponsor during one of the most iconic eras in English football. For PSG, fresh off its first UEFA Champions League title in 2025, the partnership reinforces the club’s position as a cultural and sporting icon with a global fan base of over 500 million.
Ben Latty, Chief Commercial Officer at Liverpool FC, welcomed the collaboration: “Haier’s global reach aligns perfectly with our international fan base. We’re excited to bring this partnership to life.”
Richard Heaselgrave, Chief Revenue Officer at PSG, added: “Haier is part of people’s everyday lives, and this partnership gives us new ways to connect with fans globally, both in-stadium and at home.”
Expanding Global Sports Portfolio
Haier’s partnerships extend beyond European football. The company is already linked with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, consolidating its presence in three of football’s fastest-growing markets.
The company also renewed its ATP Tour partnership through 2028, expanding into the Home Entertainment & TV category in addition to home appliances. The sponsorship covers high-profile tournaments including the Nitto ATP Finals in Turin, Roland-Garros, the Australian Open, and the Rolex Paris Masters.
A Global Sponsorship Philosophy
Haier’s strategy reflects its belief that sport is a universal language connecting technology, culture, and emotion. By pairing its smart living innovations with global sporting excellence, the company aims to transform brand visibility into consumer engagement across continents.
From volleyball in China to cricket in South Asia and football in Europe and Africa, Haier’s partnerships are designed to mirror local passions while reinforcing its global vision. “Excellence belongs everywhere — live, cheer, and win with the number ones,” the company stated, underscoring its ambition to position itself at the same level as the world’s leading clubs and athletes.
With the addition of Liverpool FC and PSG, alongside long-term ATP sponsorships, Haier’s global sports portfolio has become one of the most diverse and strategically integrated in the consumer appliance sector, blending brand storytelling with the world’s most-watched sports platforms.
