Haierteeth,LALIGA、The Liga Portugal、Royal Moroccan Football Federationpartnership with andATPtour（ATP Tour）We will strengthen our global sports partnership strategy through renewal of our contracts.
Berlin, September 6, 2025 /PRNewswire/ — Leading the world retail sales volume of major home appliance brandsHaierToday,Liverpool Football ClubandParis Saint-GermainAnnounces multi-year global partnership withI did. The deal will bring together two of the world’s most followers of soccer clubs and a brand known for user-centered innovation.
Haier Signs New Partnerships in the World of Football with Liverpool Football Club and Paris Saint-Germain
Today, executives from both clubs joined Haier at IFA Berlin, presenting their new brand strategy and announcing a global partnership. Through this partnership,Haierwill develop activities across stadiums, digital and retail touchpoints, providing special fan experiences and working to develop co-branded smart home products that incorporate game day energy into everyday life.
“The most praised in the world2Two champion clubs,Liverpool Football ClubandParis Saint-GermainWe are extremely pleased to be able to improve our sports marketing strategy by partnering with. Their constant pursuit of excellence and spirit of innovation isHaierentrepreneurship and our commitment to building a truly global brand is deeply resonating with our commitment to building an entrepreneurial spirit. Through these partnerships, we aim to inspire fans and consumers around the world, connect with them and create richer, smarter experiences.”and,Haier GroupVice Chairman and CEO of the Board of DirectorsHaishan LiangHe said. “A great team wins through accuracy, teamwork and continuous improvement. We build our products the same way: products that are people-centered, leverage technology and proven in everyday use.”
Haier Signs New Partnerships in the World of Football with Liverpool Football Club
「Haieris an ambitious, innovative, world-leading brand, and we have the companyLiverpool Football ClubWelcome to the family.”andLiverpool Football ClubChief Commercial Officer ofBen LattyHe commented。「HaierAs a leading consumer electronics supplier, it has built a reputation for quality and a strong presence in markets around the world. This global spread isLiverpool Football Clubaligns with the global fanbase of , and we are delighted to see this partnership come to fruition and look forward to working with them. ”
Haier Signs New Partnerships in the World of Football with Paris Saint-Germain
「HaierofParis Saint-GermainI am very pleased to welcome you to the family.”andParis Saint-GermainChief Revenue Officer ofRichard HeaselgraveHe said. “As a world-leading home appliance brand,Haierhas become a part of people’s daily lives. This partnership is a unique opportunity to bring the club even closer to fans around the world, both at the stadium and at home. ”
In the soccer field, it is one of the most viewed soccer leagues in the world.LALIGAone of Europe’s fastest growing domestic leagues.Liga Portugaland oversees the top-ranked national teams in Africa, which are gaining global recognition.Royal Moroccan Football FederationfriendHaieris partnerI’m doing it. These partnerships highlight the core roles of Spain, Portugal and Morocco in Haier’s football-related strategy.
Haieras part of a new dual sponsorship strategy in the sports world, including tennis,ATPtour(ATP Tour) to create a strategic partnership with2028Updated until 2019. The brand’s tournament portfolio includes the Plava Laguna Croatia Open (Umag), the ABN Amro Open (Rotterdam), the BMW Open (BMW Open, Munich), and the Nitto ATP Finals, the prestigious season finale in Turin. With this contract extension, Haier will continue to provide a global platform to showcase the latest smart living innovations at selected ATP Tour events, with on-court brand awareness, top-notch hospitality experiences and local product integration. The brand will also benefit from exposure through ATP’s digital channels, reaching over 1 billion online viewers. In tennis, Haier continues to partner with the French Open, Roland-Garros, Rolex Paris Masters, Australian Open and Mutua Madrid Open, further strengthening tennis as a premium platform in the company’s global strategy.
As part of this new phase, Haier will expand its role as ATP Gold Partner not only to the Home Electronics Division, but also to the Home Entertainment & TV division, enhancing its cross-functional popularity and continued dialogue with fan bases around the world.
「HaierThe expansion of our partnership with demonstrates the value and impact of our cooperation so far. ”ATPVice President of Partnerships atRodolphe gropesHe said:。 「2023Since working together in 2019, we haveHaierExcellent technology ofATPWe have worked closely together to introduce our audiences around the world. We are proud to continue to raise this momentum and strengthen our shared commitment to innovation and excellence. ”
The company’s partnership with each of its brands and major international tennis events stems from a deep shared sense of values, including elegance, precision and the pursuit of top-level performance. Haier’s connected solutions have a unique common trait. In other words, it is the perfect combination of technology, excellence and style expressions.
By teaming up with the Liverpool Football Club and Paris Saint-Germain to renew long-term partnerships with the ATP Tour and major international tournaments, strengthening its presence in the Spanish League, the Portuguese League and Moroccan football world, Haier is not merely putting its name next to the champions, but also certifying that the world’s number one home appliance brand is playing at the same level as the world’s best clubs and athletes. We will work together to transform our passion on the pitch and court into a smarter, more connected life at home. Excellence is everywhere – Live, cheer, and win with the number one people at the Champion home. This partnership is not by any means isolated initiative, but the latest chapter in the long-standing story of Haier and Sports, a journey shaped by the belief that “sport is a powerful platform to inspire, connect and create common values.” These sponsorships further enrich our portfolio of prestigious sponsorships already established in soccer, tennis, volleyball and other competitions, supporting Haier’s unique approach to partnerships, choosing a platform that reflects the brand’s value of excellence, teamwork and continuous improvement.
From the late 1980s to the early 1990s, Candy (now under Haier Europe) was the main sponsor of Liverpool Football Club. That period is still remembered as one of the most iconic periods in the club’s history. Today’s announcement will complete the story and strengthen our long-standing connections with our soccer and the fan community around the world.
Haieris an embodiment of sports
Haier and sports are broad, strategic and global, reflecting their identity as a multisport brand. From Chinese volleyball courts to the French Open (Roland-Garros) clay courts, from South Asia cricket stadiums to European and African football stadiums, Haier has built sponsorship models that align with local passions while strengthening its global vision. This philosophy is reflected in Haier’s broad product portfolio. Each product is designed to meet the true needs of consumers while respecting cultural characteristics and local customs.
Haier Signs New Partnerships in the World of Football with Liverpool Football Club
Whether washing machines specialize in traditional, delicate fabric care or air conditioners that can be operated even during power surges, any solution is designed to make people around the world better.
Haier Signs New Partnerships in the World of Football with Paris Saint-Germain
The same vision guides Haier’s sports sponsorship strategy. In other words, it is a portfolio of partnerships that serve a global purpose while reflecting the passion of the region. From soccer fields to tennis courts, from Europe to Asia and Africa, Haier invests in platforms that truly resonate in people’s lives, transforming sports into a universal language that integrates technology, culture and emotions under one common story.Let’s play with the number ones。
Haier GroupAbout Founded in 1984, Haier Group is one of the world’s leading companies that provide better lives and digital transformation solutions, with the philosophy of “more creation, more possibilities.” Haier has always been user-centric and has built an environment consisting of three pillars. It is a smart living room, comprehensive health industry, and digital economy industry. The company has established 10 research and development centers, 35 industrial parks and 163 manufacturing centers, and is expected to achieve global sales of US$55.9 billion by 2024. Haier has been ranked in Kantar BrandZ’s Top 100 Most Valuable Global Brands for the seventh consecutive year. Additionally, Haier has maintained its number one spot in Euromonitor’s Global Major Appliances Brand for 16 consecutive years. Haier has eight listed companies, and its subsidiary Haier Smart Home is named Fortune Global 500 and “Fortune World’s Most Admired Companies.”
Liverpool Football ClubAbout
Founded in 1892, Liverpool Football Club is one of the world’s most historic and prestigious soccer clubs. He has won 20 league titles, including the Premier League, eight FA Cups, 10 League Cups, six European Cups, three UEFA Cups, four European Super Cups, four European Super Cups, 16 Charity Shield, two Women’s Super League and one Women’s Championship. As a socially responsible club, Liverpool Football Club is proud of the work it undertakes through its award-winning initiative, The Red Way: its ongoing commitment to creating a better future for people, the planet and the community. This includes efforts to improve the sustainability of the entire club, increase equality, diversity and inclusion in all areas, and create life-changing opportunities for children and young people in and around Merseyside and its surroundings through the official charity LFC Foundation.
Paris Saint-GermainAbout
Founded in 1970 and won its first UEFA Champions League title in 2025, Paris Saint-Germain (PSG) is France’s most successful sports club and leading European football. Since 2011, under the ownership of Qatar Sports Investments (QSI), PSG has grown into a multipurpose sports organization that excels in men’s and women’s soccer, handball, judo and esports. In 2022, US-based Arctos Partners is investing in supporting the club’s long-term growth strategy. With over 500 million fans worldwide and over 230 million followers across social media, PSG has become a cultural icon of the intersection of sports, fashion and entertainment. Collaborating with global brands such as Jordan has cemented the club’s position as a globally recognized lifestyle brand. In 2024, the club opened Paris Saint-Germain Campus, a cutting-edge facility that sets new standards for athlete development and performance. As a new generation of clubs, Paris Saint-Germain combines sport’s excellence, cultural influence and social influence to shape the future of sport and society.
The ATPAbout
The mission of ATP is to contribute to tennis. As the leadership of the ATP Tour and the ATP Challenger Tour, we are entertaining billion fans around the world, showing off the world’s best players in prestigious tournaments, inspiring the next generation of games. From the United Cup in Australia to Europe, America and Asia, tennis stars will compete for titles and PIF ATP ranking points in the ATP Masters 1000, 500, 250 events and Grand Slams. All paths lead to the Nitto ATP Finals, the prestigious final race of the season held in Turin, Italy. This tournament will only be attended by the top eight singles players and doubles teams of the season, and will be a deciding match held for the highest honor in the tennis world, PIF-sponsored by the world of ATP World No. 1, the yearly ATP World No. 1. For more information, please seewww.ATPTour.comPlease see.
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