haier Expands Global Reach with New Partnership Focused on Sports & Lifestyle
Haier, the global leader in smart home appliances and a rapidly expanding force in health and digital economies, has announced a new partnership designed to amplify its brand presence and connect with a wider audience. The company, consistently recognized for its user-centric approach and innovation, is entering into a strategic collaboration with leading sports and entertainment entities – Liverpool Football Club and Paris saint-Germain.
This multi-faceted partnership leverages the global reach and cultural influence of both football clubs. Haier, already a globally recognized brand with US$55.9 billion in projected sales for 2024, aims to further solidify its position as a lifestyle brand through association with these iconic teams.
Liverpool Football Club, founded in 1892 and boasting 20 league titles and numerous domestic and international cup victories, represents a legacy of sporting excellence and community engagement through its “The Red Way” initiative focused on sustainability, equality, and youth advancement.
Paris Saint-Germain (PSG), established in 1970 and recently crowned 2025 UEFA Champions League title holders, embodies a modern, multifaceted approach to sports, fashion, and entertainment. with over 500 million fans worldwide and a growing presence in esports and other disciplines, PSG offers Haier a platform to connect with a diverse and digitally engaged audience. The club’s recent investment from arctos Partners and collaborations with brands like Jordan underscore its position as a global lifestyle icon. PSG also recently opened a state-of-the-art training facility, the Paris saint-Germain campus, demonstrating a commitment to athlete development.
Haier’s commitment to innovation is reflected in its extensive global infrastructure, including 10 research and development centers, 35 industrial parks, and 163 manufacturing centers. The company has been consistently ranked among the world’s most valuable brands, appearing in Kantar BrandZ’s Top 100 for seven consecutive years and maintaining the number one position in Euromonitor’s Global Major Appliances Brand for 16 years. Haier operates eight listed companies, with its subsidiary, Haier Smart Home, recognized by Fortune Global 500 and as one of the “World’s Most Admired Companies.”
The partnership also extends to supporting the world of tennis through the ATP Tour and ATP Challenger Tour, entertaining billions of fans globally and showcasing the sport’s top players. The ATP culminates in the Nitto ATP Finals in Turin, Italy, a prestigious event determining the year-end ATP World No. 1.
Details of the specific activations and initiatives within the partnership were not instantly available, but Haier’s stated ideology of “more creation, more possibilities” suggests a focus on innovative fan experiences and brand integration across these prominent sporting platforms.
