Haier Appliances, the world’s No.1 major appliances brand for 16 consecutive years, has signed multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain, marking a major milestone in its sports marketing strategy. The announcement was made at IFA Berlin, where executives from both clubs joined Haier to unveil its new brand strategy.
The partnership will see Haier engage across stadium, digital, and retail platforms while offering exclusive fan experiences and co-branded smart-home innovations. Beyond club football, Haier has strengthened its footprint with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, further underlining its focus on Europe and Africa.
In tennis, Haier has renewed its ATP Tour partnership until 2028, covering major tournaments including the Nitto ATP Finals, Roland-Garros, and the Australian Open. The brand also expands its presence into home entertainment and TVs, reinforcing its cross-category appeal. In India, the tie-ups are expected to resonate strongly with young sports enthusiasts. Siliguri, known as a gateway for global brands into North Bengal, is witnessing increasing demand for premium appliances and entertainment products. Haier’s sports-driven brand push is seen as a timely strategy to strengthen its consumer connect in this emerging hub.
