Haier, a home appliance brand, has announced new multi-year global partnerships with Liverpool FC and Paris Saint-Germain. The announcement was made at IFA Berlin, where Haier unveiled its new brand strategy.
The agreements unite Haier with two of the most followed football clubs in the world. These collaborations are part of Haier’s “Home of the Champions” initiative, which aims to align the brand with top-tier clubs and athletes.
The partnerships are intended to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide. Haier’s values of innovation, precision, and excellence are said to align with the spirit of both clubs, reinforcing a shared commitment to performance and global reach.
As part of the partnerships, Haier will engage with fans across stadium, digital, and retail touchpoints. The brand will also deliver exclusive fan experiences and explore the creation of co-branded smart home products designed to bring the energy of a matchday into daily life. The partnership with Liverpool FC also revives a historic connection. Candy, a brand that is now part of Haier Europe, was the club’s main sponsor in the late 1980s and early 1990s, an era that remains one of the most iconic chapters in the club’s history.
Haier’s Expanded Sports Portfolio In addition to the new football partnerships, Haier has renewed its strategic partnership with the ATP Tour through 2028. This renewal expands Haier’s role as an ATP Gold Partner, now covering both Home Entertainment & TV and Home Appliances categories.
This extension will provide Haier with on-court brand visibility, premium hospitality experiences, and on-site product integration at select ATP Tour events. The brand will also benefit from exposure across the ATP’s digital channels, which reach an online audience of more than one billion.
Haier’s sports sponsorships also include LALIGA, Liga Portugal, the Royal Moroccan Football Federation, Roland-Garros, and the Mutua Madrid Open. This broad and strategic connection with sports reflects a multisport identity.
Haier’s partnerships are built on the belief that sport is a powerful platform to inspire, connect, and create shared value. ] The partnerships aim to turn passion on the pitch and on the court into smarter, more connected living at home.
