Haier (home appliances, CHN): agreements with Paris SG & Liverpool FC, extensions with ATP & LALIGA

Haier, a brand belonging to the Chinese manufacturer Haier Smart Home Group specialisied in home appliances and televisions, has signed sponsorship agreements with Paris Saint-Germain (Ligue 1 McDonald's) and Liverpool FC (Premier League), announced the two clubs on 04/09/2025.

The partnership with Paris SG runs for three seasons (2025-2028), while the duration of the agreement with Liverpool has not been communicated by the brand. The two contracts provide for visibility on signage at the two clubs' respective stadiums and on their digital platforms, as well as activations " across stadium, digital and retail touchpoints, exclusive fan experiences and co-branded smart-home products". These agreements are part of the "Play with the Number Ones" strategy of the group, which will itself be No. 1 in the home appliances sector in 2024, according to the Euromonitor barometer.

"After three years of involvement in tennis, football was an obvious choice for Haier. It's the most popular sport, it brings people together and moves them, and it offers us a fantastic opportunity to raise our…