BERLIN — Haier Group, the world’s leading home appliance brand by global retail sales, has announced new multi-year partnerships with Liverpool Football Club and Paris Saint-Germain (PSG). The deals, unveiled at IFA Berlin, form part of Haier’s broader strategy to position itself at the center of global sport by aligning with some of the world’s most successful clubs and organizations.
The agreements will see Haier activate across stadium, digital, and retail channels, deliver exclusive fan experiences, and explore co-branded smart-home products that bring the energy of matchday into everyday living.
Expanding a Global Sports Portfolio
Haier’s partnerships extend beyond club football. The company has also secured agreements with LaLiga, Liga Portugal, and the Royal Moroccan Football Federation, reinforcing its roadmap across key European and African markets.
In tennis, Haier has renewed its ATP Tour partnership through 2028, expanding its sponsorship scope from home appliances to include home entertainment and TV. The brand will continue to feature prominently at major tournaments including the Nitto ATP Finals, Roland-Garros, the Australian Open, and the Mutua Madrid Open, while also integrating product showcases and fan experiences across ATP’s global platform.
“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool FC and PSG — two of the world’s most celebrated champion clubs,” said Haishan Liang, Vice Chairman and President of Haier Group. “Their relentless pursuit of excellence mirrors Haier’s DNA. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide.”
Club Perspectives
Liverpool FC Chief Commercial Officer Ben Latty welcomed the partnership, describing Haier as “an ambitious, innovative, world-leading brand with a strong global footprint.”
At PSG, Chief Revenue Officer Richard Heaselgrave highlighted the opportunity to connect with fans globally: “This partnership will bring PSG even closer to our supporters, both in the stadium and at home.”
Legacy and Long-Term Vision
The announcement also revives Haier’s historical connection with Liverpool, where its European subsidiary Candy served as the club’s main sponsor during the late 1980s and early 1990s. The new agreement signals a return to football sponsorship at the highest level, strengthening Haier’s multi-sport identity spanning football, tennis, volleyball, and cricket.
By aligning with global champions on the pitch and the court, Haier is reinforcing its image as a technology-driven lifestyle brand. Its partnerships combine precision, teamwork, and innovation—values that echo both athletic excellence and Haier’s commitment to smart living solutions.
