Haier has unveiled major new sports sponsorships with Liverpool Football Club and Paris Saint-Germain, as the appliance giant reinforces its global sports partnership strategy.
The announcement was made at IFA Berlin, where senior executives from both clubs joined Haier to confirm the multi-year agreements.
The deals will see Haier activate across stadium, digital and retail platforms, with scope for co-branded smart-home products aimed at blending “matchday energy into consumers’ everyday lives.”
Haishan Liang, vice chairman of the board of directors and president of Haier Group, said:
“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain – two of the world’s most celebrated champion clubs.
“Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier’s entrepreneurial DNA and our commitment to building a truly global brand. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide.
“Great teams win through precision, teamwork and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use.”
The move also marks a return to Liverpool for the business. In the late 1980s and early 1990s, Candy – now part of Haier Europe – was the club’s shirt sponsor during one of the most iconic eras in its history.
Ben Latty, chief commercial officer at Liverpool Football Club, commented: “Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family. As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world.
“This global reach aligns with the scale of Liverpool Football Club’s global fanbase, and we’re excited to see this partnership come to life and look forward to working together.”
Paris Saint-Germain’s chief revenue officer, Richard Heaselgrave, added: “We are very pleased to welcome Haier to the Paris Saint-Germain family. As a global leading home appliance brand, Haier is part of people’s everyday lives.
“This partnership is a unique opportunity to bring the Club even closer to our fans around the world, both at the stadium and at home.”
Beyond club football, Haier has also signed new agreements with La Liga, Liga Portugal and the Royal Moroccan Football Federation, underlining its ambitions across key European and African markets.
Haier is extending its strategy in tennis too, renewing its ATP Tour partnership through to 2028, alongside ongoing deals with Roland-Garros, the Australian Open, the Rolex Paris Masters, and the UK’s Lawn Tennis Association.