Haier, the world’s leading home appliance brand, has deepened its investment in global sport by announcing multi-year partnerships with two of football’s most powerful clubs — Liverpool FC and Paris Saint-Germain.
Liverpool FC have welcomed Haier as their latest global partner. The partnership will harness the club’s worldwide channels and platforms to showcase Haier’s innovation in home appliances and connect with the Reds’ vast fan base.
Ben Latty, chief commercial officer at LFC, said, “Haier is an ambitious, innovative and world-leading brand, and we welcome them to the LFC family. As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world. This global reach aligns with the scale of Liverpool FC’s global fan base, and we’re excited to see this partnership come to life and look forward to working together.”
At the same time, Haier has joined Paris Saint-Germain as an official partner through 2028. The agreement includes brand visibility inside the Parc des Princes, immersive fan activations, and co-branded campaigns across Europe and Asia.
Richard Heaselgrave, Chief Revenue Officer of Paris Saint-Germain, said, “We are very pleased to welcome Haier to the Paris Saint-Germain family. As a global leading home appliance brand, Haier is part of people’s everyday lives. This partnership is a unique opportunity to bring the Club even closer to our fans around the world, both at the stadium and at home.”
These twin partnerships add to Haier’s growing sports portfolio, which already includes a strong presence in tennis through Roland-Garros, the Australian Open, and the ATP Tour.
Founded in 1984, Haier has ranked No.1 globally in major home appliance retail sales for 16 consecutive years, serving over one billion households in 200 markets.
By integrating with two of football’s most influential brands, Haier aims to fuse lifestyle, technology, and sport, not just for visibility, but to create fan-centric experiences that embed the brand into the cultural fabric of the game.
