Haier Europe signs new global partnerships with football giants at IFA 2025

Haier Europe has announced multi-year global partnerships with football giants Liverpool Football Club and Paris Saint-Germain. The partnerships were announced at a press conference at IFA Berlin, with executives from both clubs joining Haier to witness the unveiling of Haier’s new brand strategy and to announce the partnerships globally. Under the partnerships, Haier will activate across stadium, digital and retail touchpoints; deliver exclusive fan experiences; and explore co-branded smart-home products that bring matchday energy into everyday life.

“We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain – 2 of the world’s most celebrated champion clubs. Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier’s entrepreneurial DNA and our commitment to building a truly global brand. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide,” said Haishan Liang, vice chairman of the board of directors and president of Haier Group. 

“Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family,” said Ben Latty, CCO at Liverpool Football Club. “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 Football Club’s global fanbase, and we’re excited to see this partnership come to life and look forward to working together.”

Richard Heaselgrave, chief revenue officer at Paris Saint-Germain, added: “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.”

In football, Haier also partners with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. These partnerships underscore the strategic centrality of Spain, Portugal, and Morocco in Haier’s football roadmap. In addition, as part of its new dual-sponsorship strategy in the world of sport that includes tennis, Haier has renewed its strategic partnership with the ATP Tour through 2028.