Liverpool add home appliance giant Haier to sponsor roster; New Era caps a good week

  

Household home appliances giant Haier, has become a global sponsor of Premier League champions Liverpool.

Haier brand Candy, was the club’s shirt sponsor from 1988 to 1992, a period that saw them win the league championship in 1990 and lift the FA Cup in 1989 and 1992.

No term or value for the sponsorship was given.

Ben Latty, Chief Commercial Officer at Liverpool FC, said: “Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family. As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world.

Founded in 1984, Haier has been the leading major home appliance brand retail seller globally for 16 consecutive years, serving 1 billion households in more than 200 markets globally.

Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group, said: “Liverpool is more than a football club; it is a legacy of passion passed down through generations. By partnering with the Reds, Haier will unite this spirit of glory with our commitment to smart innovation, bringing new experiences to families worldwide.”

Head for heights

Liverpool have also teamed up with headwear brand New Era, with a collection that blends club tradition and streetwear cool.

The range ticks all the current lifestyle boxes from the classic 9FORTY curved visor and 9FIFTY snapback to the retro golfer, bucket hats, trucker caps, and winter beanies. Everything comes wrapped in Liverpool’s red and white, with some designs even carrying the immortal words of the club’s anthem, You’ll Never Walk Alone. Seasonal drops and youth/women’s fits ensure the line speaks to every corner of the fanbase.

This partnership signals the club’s deeper investment in global lifestyle culture. New Era, of course, is no stranger to this terrain. Its fitted caps are ingrained in music, fashion, and US sports.

Liverpool’s SVP of merchandising, Lee Dwerryhouse, called the partnership “an enhancement of the club’s retail channels,” while New Era’s Laurence Joslin spoke of “combining tradition with modern style.”