Haier keeps focus on biggest and best, adding PSG to Liverpool sponsorship

 
The Kings of Europe, Paris Saint-Germain (PSG) have unveiled a three-season global partnership with Haier, the multinational home appliance leader headquartered in Qingdao, China, that last week signed a sponsorship with one of their biggest rivals for this season’s title, Liverpool.

This deal is inked to run through 2028, and makes Haier an Official Partner of PSG. The company has had a long-standing presence in tennis but its move into elite football matches that of its biggest global competitor, Midea, also from China.

Under the deal, Haier will benefit from, LED visibility at Parc des Princes on matchdays, Haier-branded fan corners and immersive experiences inside the stadium and global marketing activations across PSG’s international digital and media platforms

Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group said: “Paris Saint-Germain embodies a spirit of innovation and an unrelenting passion for excellence. Our partnership with the club goes beyond sport and technology; it reflects a shared champion’s mindset and a vision of smarter living. Together, we will bring the idea of ‘Playing with the Number Ones’ to life in households around the world.”

Richard Heaselgrave, chief revenue officer at Paris Saint-Germain added: “We are delighted to welcome Haier to the Paris Saint-Germain family. As a global leader in home appliances, Haier is part of people’s everyday lives. This partnership offers a unique opportunity to bring the club even closer to our fans worldwide – both inside the stadium and at home.”

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