Appliance brand Haier has become a major company partner with Liverpool Football Club and Paris Saint-Germain, reinforcing the brand's position as the world's leading home appliance manufacturer.
The multi-year global partnerships were announced at IFA Berlin, bringing together two of football's most followed clubs with a brand renowned for user-centred innovation. Haier will activate partnerships across stadium, digital and retail touchpoints whilst delivering exclusive fan experiences.
"We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain – two of the world's most celebrated champion clubs," said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group.
The Liverpool partnership holds particular significance as Candy – now part of Haier Europe – was Liverpool's main sponsor in the late 1980s and early 1990s during one of the club's most successful periods.
