Haier Group has entered multi-year global partnerships with football giants Liverpool FC and Paris Saint-Germain (PSG), extending its sports marketing reach and reinforcing its brand presence in sports-affiliated innovation. The announcement, made at the IFA Berlin marquee event, further aligns Haier with elite sport institutions, amplifying its identity as a truly global appliance-first brand.
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Under the collaboration, Haier will engage fans through activations across stadiums, digital platforms, and retail touchpoints. Smart home products will also be co-branded to embody matchday excitement within everyday household experiences. Liverpool’s Chief Commercial Officer welcomed the partnership, highlighting Haier’s innovation-led ethos and alignment with the club’s expansive international fan base. PSG’s leadership echoed similar enthusiasm, noting that the partnership brings the club closer to its global audience.
These alliances enhance Haier’s sports sponsorship portfolio, complementing existing collaborations with LaLiga, Liga Portugal, the Royal Moroccan Football Federation, and an extended partnership with the ATP Tour. By teaming with top-tier sports institutions, Haier underscores its strategy of building emotional brand connections through achievement, passion, and innovation.
