Haier Appliances India, the No. 1 global major appliances brand for 16 consecutive years, has announced its return as the Digital Streaming Partner on JioHotstar for TATA Indian Premier League (IPL) 2025, marking its third consecutive year of collaboration. Recognizing the growing influence of sports marketing in India, Haier has strategically leveraged its unique Sport-O-Tainment strategy to connect with premium, young, and sports-savvy audiences over the years. Following a successful partnership with the ICC Men’s Champions Trophy 2025, Haier is set to make waves in TALA IPL 2025, seamlessly combining the thrill of sports with engaging entertainment experiences. This reinforces Haier’s commitment to building deeper consumer connections while enhancing brand visibility.
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As one of the few consumer durables brands actively investing in this space, Haier India has successfully built a strong connection with this dynamic consumer segment. Its continued partnership for coverage of TATA IPL on JioHotstar reflects Haier India’s commitment to Sport-O-Tainment — a core marketing strategy designed to deliver engaging and immersive experiences that resonate with consumers. This collaboration not only enhances brand visibility but also fosters a meaningful and emotional connection with millions of cricket fans — a sport deeply embedded in India’s culture.
In the 2024 TATA IPL season, Haier leveraged staggering viewership to engage with meaningful audiences, boost brand visibility, and foster strong emotional connections with consumers, further reinforcing its position as a standout name in the consumer durables space. Building on this momentum, Haier anticipates even greater success from this year’s collaboration, aiming to amplify its impact and audience engagement.
Haier Teams Up with JioHotstar as Digital Streaming Partner for TATA IPL for the Third Consecutive Year, Strengthening Its Sport-O-Tainment Strategy
Commenting on the partnership, Mr. NS Satish, President, Haier Appliances India, said, “At Haier India, we have consistently invested in major sporting events year after year, and this strategy has played a pivotal role in strengthening our position as a leading brand in the consumer durables space. Our continued partnership with JioHotstar as the Digital Streaming Partner for IPL 2025 reflects our commitment to connecting meaningfully with consumers across the country. Cricket holds a special place in the hearts of millions of Indians, transcending beyond sport to become a cherished part of our culture and celebrations.
IPL presents an unparalleled platform to engage with young audiences, premium consumers, and Indian households alike. As one of the India’s most celebrated sporting events, IPL, through its coverage on JioHotstar offers a powerful opportunity for us to expand our reach, strengthen brand visibility, and build deeper emotional connections with cricket fans – both regionally, as they passionately support their home teams, and nationwide — further solidifying Haier’s position as an industry leader in innovation and consumer engagement.”
India’s sports market is projected to grow to $130 billion by 2030, up from $52 billion currently, with a CAGR of 14%, according to the latest Deloitte and Google report. This growth is driven by rising viewership across various sports formats alongside cricket.
Recognizing this trend early, Haier India strategically strengthened its unique Sport-O-Tainment marketing approach by partnering not only with major cricket tournaments like the TATA IPL 2023 and 2024, ICC Men’s Cricket World Cup 2023 and 2024, and Champions Trophy in 2025 but also with prominent tennis tournaments such as Roland-Garros, ATP, US Open, French Open, and Wimbledon. By expanding its associations across diverse sporting events, Haier has successfully connected with millions of sports enthusiasts worldwide — a distinctive strategy that sets the brand apart in the consumer durables industry.
Read more: IPL 2025: Matches with Most Boundaries Ever in IPL History
