Haier signs sponsorship deals with Liverpool and PSG
4th September 2025
CHINA: Haier has announced multi-year global partnerships in the world of professional football, signing sponsorship deals with UK Premier League champions Liverpool and all-conquering French team Paris Saint-Germain (PSG).
According to Haier, the partnerships “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”.
The latest sponsorship deals extends Haier’s involvement in football, and sport in general. The company already partners with the Spanish football league, LaLiga, and the Liga Portugal. Outside of Europe, Haier also sponsors the Royal Moroccan Football Federation.
Haier has also renewed its involvement with tennis by sponsoring the ATP Tour through to 2028. The brand tournament portfolio will include: the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich) and the Nitto ATP Finals in Turin. The extension will see Haier continue to receive on-court brand visibility, premium hospitality experiences and on-site product integration at select ATP Tour events. The brand will also benefit from exposure across the ATP’s digital channels, reaching an online audience of more than one billion.
Haier also continues its partnerships with Roland-Garros and the Rolex Paris Masters as well as with the Australian Open and the Mutua Madrid Open.
