Haier, the world’s top home appliance brand by sales, has announced multi-year global partnerships with Liverpool FC and Paris Saint-Germain, unveiled at IFA Berlin. The deals include stadium, digital, and retail activations, exclusive fan experiences, and potential co-branded smart-home products.
The move extends Haier’s strong sports portfolio. In football, it already partners with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. In tennis, Haier has renewed its ATP Tour sponsorship through 2028 and continues ties with Roland-Garros, the Australian Open, and other major tournaments.
Haier says the partnerships reflect its values of innovation, teamwork, and excellence, while reinforcing its global brand presence. Notably, the deal with Liverpool also revives a historic link, as Haier-owned Candy was the club’s main sponsor in the late 1980s and early 1990s.
Positioning itself as the “Home of the Champions,” Haier aims to blend sport and technology to inspire fans and deliver smarter, connected living worldwide.