From iconic Liverpool sponsorships to global alliances, Haier continues to merge excellence in sport with innovation in connected living
National, September 5, 2025: Haier, the world’s leading home appliances and consumer electronics brand, has reinforced its commitment to sport with a series of prestigious global partnerships, underscoring its philosophy of blending passion, performance, and innovation.
Aligned with some of the world’s number one clubs and athletes, Haier positions itself as the “Home of the Champions,” transforming passion on the pitch and court into smarter, more connected living at home. The company’s vision extends beyond sponsorships, embracing sport as a powerful platform to inspire, connect, and generate shared value for fans worldwide.
The announcement adds to Haier’s extensive roster of sponsorships across football, tennis, volleyball, and other disciplines. Each collaboration reflects the brand’s values of excellence, teamwork, and continuous improvement, further establishing Haier’s unique approach to global partnerships.
Haier’s association with football dates back to the late 1980s and early 1990s when Candy—now part of Haier Europe—served as the main sponsor of Liverpool Football Club, marking one of the most celebrated eras in the club’s history. With this renewed focus, the company brings its legacy full circle, reaffirming its deep connection to the sport and its global fan communities.
About Haier:
Haier is the world’s number one brand in major appliances and consumer electronics, committed to innovation, quality, and customer-centric solutions. With a global presence and a portfolio of leading brands, Haier continues to shape the future of connected living through excellence in design, technology, and partnerships.
