India, 5th September 2025: Haier Appliances, the No.1 global major appliances brand for 16 consecutive years, announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain. The partnerships unite two of the most followed football clubs in the world with a brand known for user-centric innovation.At IFA Berlin, executives from both clubs joined Haier to witness the unveiling of Haier’s new brand strategy and to announce the partnerships globally. Under the partnerships, Haier will activate across stadium, digital and retail touchpoints; deliver exclusive fan experiences; and explore co-branded smart-home products that bring matchday energy into everyday life.
In football, Haier also partners with LALIGA—one of the most watched football leagues globally, Liga Portugal—one of the fastest-growing national leagues in Europe, and the Royal Moroccan Football Federation—a top-ranked national team in Africa with increasing global visibility. These partnerships underscore the strategic centrality of Spain, Portugal, and Morocco in Haier’s football roadmap.
As part of its brand-new dual-sponsorship strategy in the world of sport that includes tennis, Haier has renewed its strategic partnership with the ATP Tour through 2028. The brand tournament portfolio will include: the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich) and the prestigious season-ending Nitto ATP Finals in Turin. The extension will see Haier continue to receive on-court brand visibility, premium hospitality experiences and on-site product integration at select ATP Tour events, providing a global platform to showcase its latest smart living innovations. The brand will also benefit from exposure across the ATP’s digital channels, reaching an online audience of more than one billion. In the tennis world, Haier continues its partnerships with Roland-Garros and the Rolex Paris Masters as well as with the Australian Open and the Mutua Madrid Open, further consolidating tennis as a premium platform in its global strategy.
As part of this new phase, Haier will expand its role as ATP Gold Partner, not only in the Home Appliances category but now also in Home Entertainment & TV, reinforcing its cross-category visibility and ongoing dialogue with a global fan base.
The partnership between the brand and the major international tennis events springs from a deep sharing of values, such as elegance, precision and the quest for top-level performance. Qualities that distinguish both the great champions and Haier connected solutions: perfect combination of technique, excellence, and expression of style.
In India, Haier’s strategy of Sport-o-Tainment—where sporting passion meets entertainment—has helped connect with consumers meaningfully. Tapping into the spirit of the country’s young, sports-loving audience, Haier has consistently built synergies with consumers by associating with high-impact sports properties in India, like IPL, ICC Cricket World Cups and tennis tournaments like Wimbledon. These engagements have positioned the brand as a catalyst for bringing premium sporting experiences closer to Indian households.
By teaming up with Liverpool FC and Paris Saint-Germain, renewing long-term partnership with the ATP Tour and major international tournaments, and reinforcing its presence in LALIGA, Liga Portugal and Moroccan football, Haier is not just placing its name beside champions — it is proving how the world’s number one home appliance brand plays at the same level as the world’s number one clubs and athletes.
Together, we turn passion on the pitch and on the court into smarter, more connected living at home. Excellence belongs everywhere — live, cheer, and win with the number ones in the Home of the Champions. Far from being an isolated initiative, these partnerships are the latest chapter in a long-standing story between Haier and sport, a journey built on the belief that sport is a powerful platform to inspire, connect, and create shared value. They enrich a portfolio of prestigious sponsorships already in place across football, tennis, volleyball, and other disciplines, confirming Haier distinctive approach to partnerships: selecting platforms that mirror the brand’s values of excellence, teamwork, and continuous improvement.
In the late 1980s and early 1990s, Candy – now part of Haier Europe – was the main sponsor of Liverpool Football Club, an era that remains one of the most iconic chapters in the club’s history. With today’s announcement, the story comes full circle, reinforcing the Group’s long-standing connection to football and its global fan communities.