Haier Strengthens Global Sports Marketing Strategy with Top-Tier Partnerships to Champion Smart Living

Haier, the world’s number one brand in major home appliances for 17 consecutive years, has announced an upgraded global sports marketing strategy built around a series of high-profile partnerships with leading sports organizations and events.

In late 2025, Haier entered into multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain, further strengthening its global presence in the world of elite sports. The brand also joined hands with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, while renewing its partnership with the ATP Tour.

Through these collaborations, Haier aims to combine the passion and spirit of global sports with its vision of smart innovation, inspiring consumers to connect more deeply with technology, lifestyle, and wellness. The strategy reflects Haier’s belief that sport transcends competition — serving as a universal bridge linking people, emotions, and innovation.

Earlier this year, Haier extended this philosophy through a public sporting gala in Abu Dhabi, held in February 2026, celebrating the theme “Sports for All.” The event highlighted the company’s dedication to empowering everyday life with technology — helping people engage in sports, stay active, and enjoy healthier, more balanced lifestyles.

By leveraging its partnerships with top-tier sporting organizations, Haier continues to promote its global brand message, “Play with the Number Ones,” reinforcing its mission to integrate intelligent technology into the daily lives of families worldwide. The initiative also strengthens the global narrative of “Smart Manufacturing in China” — demonstrating how innovation, design, and connectivity can elevate everyday living.