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International News
HAIER ANNOUNCES FOOTBALL PARTNERSHIPS WITH LIVERPOOL FC AND PARIS SAINT-GERMAIN
HVAC appliance company Haier has signed new multi-year global sponsorship agreements with Liverpool Football Club and Paris Saint- Germain, expanding its sport’ s marketing strategy.
he announcement was made at IFA Berlin, where
T executives from both clubs joined Haier for the global launch of its updated brand strategy.
Under these partnerships, Haier will be featured across stadiums, digital platforms and retail channels, and will offer exclusive fan experiences. The agreements also include the potential development of co-branded smart-home products.
The company is also strengthening its presence in international football through ongoing partnerships with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. These deals support Haier ' s strategic focus on football in Spain, Portugal and Morocco.
Haier has also extended its sponsorship with the ATP Tour until 2028, maintaining visibility at events such as the Nitto ATP Finals, ABN Amro Open, BMW Open, and the Plava Laguna Croatia Open. The partnership now includes Home Entertainment and TV, in addition to Home Appliances. Haier continues its sponsorship of major tennis tournaments including the Roland-Garros, the Rolex Paris Masters, the Australian Open, and the Mutua Madrid Open.
“ Our aim is 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," added Ben Latty, chief commercial officer at Liverpool Football Club. " We’ re excited to see this partnership come to life."
Richard Heaselgrave, chief revenue officer at Paris Saint- Germain, commented:“ This partnership is a unique opportunity to bring the Club even closer to our fans around the world.”
Rodolphe Tastet, ATP vice-president of Partnerships, noted:“ Since joining forces in 2023, we’ ve worked closely to showcase Haier’ s premium technology to the ATP’ s global audience.”
Earlier this year on 3 June, Haier Europe Appliances and Klima officially completed the closing and handover ceremony in Budapest. This marked a step in Haier HVAC’ s strategic expansion into the Hungarian market. The transaction encompasses all of KLIMA’ s assets, channels and expertise, further bolstering Haier’ s presence in Central and Eastern Europe( hereafter CEE) and accelerating the promotion of sustainable HVAC solutions across the region.
Peter Lukácsi, managing director of KLIMA KFT:“ We are delighted to join forces with Haier, a global leader in HVAC solutions. Haier’ s global R & D and supply chain capabilities will infuse new innovation into our existing channels and services, delivering more diverse and efficient solutions for our clients. For our employees, this partnership opens up greater opportunities for growth and career development.”
The CEE region serves as both a gateway between Western Europe and the broader Eastern bloc and as one of the fastest growing markets within the EU’ s new member states. Driven by rapid infrastructure upgrades and aggressive“ green transition” policies, demand for high efficiency and sustainable HVAC systems is surging. Establishing a strong foothold here not only allows Haier to seize first-mover advantages, but by leveraging KLIMA’ s local network, we can align Haier’ s cutting-edge technologies with Europe’ s carbon neutrality goals for sustained, long-term growth.
This acquisition not only represents another successful milestone in Haier’ s globalisation journey but also underscores our steadfast commitment to sustainability and localised service. Moving forward, we will continue to uphold our“ user-centric” values, increase investments across CEE and global markets, and collaborate with more high-quality partners to drive industry innovation and shared ecosystem success. RACA
SOURCE
Haier
Liverpool Football Club’ s Anfield stadium.
Trung Tran | Unsplash www. refrigerationandaircon. co. za RACA Journal I November 2025 3