Haier has strengthened its global sports partnership strategy with new multi-year agreements with Liverpool Football Club and Paris Saint-Germain. The partnerships will activate across stadiums, digital platforms, and retail channels, providing exclusive fan experiences and exploring co-branded smart-home products.
Haier also maintains partnerships with LALIGA, Liga Portugal and the Royal Moroccan Football Federation, highlighting the brand’s strategic focus on major football markets. In tennis, Haier has renewed its ATP Tour partnership through 2028, including visibility at key tournaments such as Roland-Garros, Australian Open and Nitto ATP Finals, while expanding into home entertainment and TV categories.
Haier’s long-standing relationship with Liverpool Football Club, dating back to its sponsorship in the late 1980s and early 1990s, underscores the brand’s continued commitment to football.
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