Haier Signs Global Football Partnerships with Liverpool FC and Paris Saint-Germain

Photo by Nahi Khabar 24/7 – via Personal Collection

Haier, the world’s leading home appliance brand, has signed multi-year global partnership agreements with elite football clubs Liverpool FC and Paris Saint-Germain (PSG). The announcements were made during the IFA Berlin event, where executives from both clubs joined Haier to showcase its new global sports strategy.

Deal Highlights:

• Digital & Stadium Presence: Haier will activate branding across stadiums, digital platforms, and retail channels, delivering exclusive fan experiences and bringing matchday energy into home life through co-branded smart-home products.
• Back in the Spotlight: The Liverpool partnership rekindles Haier’s historic connection—through its Candy brand—to the Reds, which featured on their shirts during a successful era in the late 1980s and early 1990s.
• Global Brand Alignment: Haier’s sports strategy, dubbed "play with the number ones," reflects its dominance in appliances and its aim to connect with premium sports brands worldwide. This sports portfolio also includes partnerships with LaLiga, Liga Portugal, and the Royal Moroccan Football Federation.

Club Statements:

• Liverpool FC: "Haier is an ambitious, innovative, and world-leading brand,” said Chief Commercial Officer Ben Latty. “Its global reach aligns with the scale of Liverpool FC’s fanbase, and we’re excited to see this partnership unfold.
• Paris Saint-Germain: Richard Heaselgrave, PSG’s Chief Revenue Officer, welcomed the collaboration as “a unique opportunity to bring the Club closer to fans around the world, both at the stadium and at home.