Lega Serie A: Haier (household appliances) official partner and namer of referee body cameras

Haier, a brand belonging to the Chinese manufacturer Haier Smart Home Group specialisied in home appliances and televisions, has become an official partner of Lega Serie A from the 2025-26 season, announced the body on 05/12/2025.

As part of this agreement, the technology used to equip referees with body cameras during Serie A Enilive matches, known as Refcam, will be branded Haier-Cam. The company logo will appear on images captured by these cameras. Haier will also supply all screens used at the Iliad International Broadcast Centre in Lissone (ITA).

Fans will also be offered ‘special initiatives designed to enhance the public's experience," said the Italian league. This partnership further strenghtens Haier's sponsorship strategy in football, building on agreements signed with LALIGA (2023-2025), Paris Saint-Germain (McDonald's Ligue 1, 2025-2028) and Liverpool FC (Premier League, from 2025-26).

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