# Haier Takes Centre Stage as Title Sponsor of Cricket Live Studio

URL: https://technosports.co.in/haier-takes-centre-stage-as-title-sponsor/  
Published: 2026-10-08  
Updated: 2026-10-08  
Author: Reetam Bodhak

In most Indian homes, cricket season and festive season arrive together. Family on the sofa, snacks on the table, and a match on the big screen. Haier India has stepped right into that moment.

[Haier](https://en.wikipedia.org/wiki/Haier), the world’s No. 1 major appliances brand for 17 consecutive years, is now the **Title Sponsor of Cricket Live Studio** on **JioHotstar and the Star Sports Network** for India’s home bilateral series.

## Haier Partnership : Overview

| Detail | What You Need to Know |
| --- | --- |
| **Sponsor** | Haier Appliances India |
| **Property** | Cricket Live Studio |
| **Platforms** | JioHotstar and Star Sports Network |
| **Duration** | Six months |
| **Coverage** | Four international series at home |
| **Key categories** | Refrigerators, LED TVs, washing machines |
| **Strategy** | Sport-o-Tainment |

## Why the Timing Is Smart?

The six-month window covers the festive and home-upgrade season, when families spend more time at home and are most open to buying new appliances. Instead of backing a single tournament, Haier gets a presence across four series. That means repeated touchpoints with viewers, not a one-off moment.

![Haier](https://technosports.co.in/wp-content/uploads/2026/10/Haier-3-4-1024x576.webp)

## “Cricket Has a Unique Place in Indian Homes”

Haier India CEO **NS Satish** says the association lets the brand be part of a cultural passion, especially when consumers are investing in their lifestyles. He calls it an important step in the company’s Sport-o-Tainment strategy, which blends sport, entertainment and technology-led home solutions.

The spotlight categories make sense too. A big LED TV for the match, a refrigerator for the snacks and a washing machine for the post-celebration laundry are all part of the viewing experience.

## Building on a Strong Sports Playbook

This isn’t Haier’s first big innings. The brand’s Sport-o-Tainment portfolio already includes:

- ICC Men’s T20 World Cup
- ICC Champions Trophy
- TATA IPL
- Asia Cup
- Global tennis properties

Cricket Live Studio adds a steady, home-season presence to that list, one that reaches audiences around every major home series.

## What It Means for Fans?

For viewers, expect to see Haier woven into the pre-match, in-match and post-match conversation across JioHotstar and Star Sports. For the brand, it’s a chance to link technology, performance and smarter living with the way India actually watches cricket: together, at home.

Want more updates on gadgets, appliances and the business of sport? Keep exploring the latest stories on [Technosports](https://technosports.co.in/).

## FAQs

**Q1. What has Haier India sponsored?**  
Haier is the Title Sponsor of Cricket Live Studio on JioHotstar and Star Sports Network for India’s home bilateral series.

**Q2. How long does the partnership last?**  
It runs for six months and covers four international series during the festive and home-upgrade season.