Haier Partners Liverpool FC & PSG: Global Football Strategy

More From Author

See more articles

BGMI Redeem Codes September 2025: Red Football Uniform Available

BGMI releases 50 fresh redeem codes featuring the exclusive Red Football Uniform as today's star reward. Valid...

BGMI Releases 50 New Redeem Codes on September 06:...

Exciting news for BGMI players! KRAFTON India has released 50 new official BGMI redeem codes on September...

Lenovo Innovation World 2025: Smarter AI for All Unveiled

Lenovo unveiled its most comprehensive AI-powered device portfolio at Innovation World 2025 in Berlin, introducing revolutionary concepts,...

Haier Appliances, the world’s #1 major appliances brand for 16 consecutive years, announced multi-year partnerships with Liverpool Football Club and Paris Saint-Germain, reinforcing its global sports marketing strategy alongside renewed ATP Tour agreements.

Haier

Haier Football Partnership Details

Unveiled at IFA Berlin on September 5, 2025, these strategic alliances unite two of football’s most followed clubs with the leading home appliance brand through comprehensive activation programs.

Partnership ScopeDetails
Football ClubsLiverpool FC, Paris Saint-Germain
League PartnersLALIGA, Liga Portugal
National TeamRoyal Moroccan Football Federation
Tennis ExtensionATP Tour through 2028
Tournament PortfolioCroatia Open, ABN Amro Open, BMW Open
Premium EventsNitto ATP Finals Turin

Comprehensive Sports Strategy

Multi-Sport Approach: Haier’s dual-sponsorship strategy spans football and tennis, creating year-round global visibility across premium sporting platforms that align with the brand’s excellence values.

Stadium Integration: Partnerships activate across stadium experiences, digital platforms, and retail touchpoints while delivering exclusive fan experiences that connect sporting passion with smart home innovation.

Co-Branded Innovation: Plans include exploring co-branded smart-home products that bring matchday energy into everyday life, bridging sports entertainment with Haier’s technological expertise.

Haier liverpool 2

Strategic Geographic Focus

European Expansion: Partnerships with LALIGA, Liga Portugal, Liverpool FC, and PSG underscore Spain, Portugal, and France’s strategic importance in Haier’s football roadmap.

African Growth: The Royal Moroccan Football Federation partnership targets Africa’s fastest-growing football market, expanding Haier’s global reach into emerging territories.

Premium Tennis Platform: Enhanced ATP Gold Partner status now covers both Home Appliances and Home Entertainment & TV categories, reinforcing cross-category visibility.

Historical Connection

Legacy Partnership: Interestingly, Candy (now part of Haier Europe) was Liverpool FC’s main sponsor during the late 1980s and early 1990s, making this announcement a full-circle moment in the company’s football heritage.

This historical connection adds authenticity to Haier’s return to Liverpool, building on decades of football association rather than starting fresh partnerships.

India’s Sport-o-Tainment Strategy

Localized Engagement: In India, Haier’s “Sport-o-Tainment” approach connects sporting passion with entertainment, resonating with the country’s young, sports-loving demographic.

Proven Track Record: Previous associations with IPL, ICC Cricket World Cups, and Wimbledon have positioned Haier as a catalyst for bringing premium sporting experiences to Indian households.

Consumer Connection: These global partnerships enhance Haier’s ability to leverage international sporting success for local market engagement and brand building.

Haier liverpool 3

Tennis Tournament Excellence

Expanded Portfolio: The ATP Tour renewal includes prestigious venues from Croatia Open in Umag to the season-ending Nitto ATP Finals in Turin, providing premium hospitality and product integration opportunities.

Digital Reach: ATP’s digital channels deliver exposure to over one billion online audience members, amplifying Haier’s smart living innovations to a global demographic.

These partnerships demonstrate how Haier leverages sport as a powerful platform to inspire, connect, and create shared value while positioning itself alongside world-class athletic excellence.

Ready to explore sports marketing strategies? Check our brand partnerships and sports business analysis for comprehensive insights.

FAQs

Which major football clubs has Haier partnered with in 2025?

Haier announced multi-year partnerships with Liverpool Football Club and Paris Saint-Germain.

Does Haier’s sports strategy extend beyond football?

Yes, Haier renewed its ATP Tour partnership through 2028, covering premium tennis tournaments worldwide.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

━ Related News

Featured

━ Latest News

Featured