Haier has announced new global partnerships with Liverpool Football Club and Paris Saint-Germain, adding to its existing collaborations with LALIGA, Liga Portugal and the Royal Moroccan Football Federation.

The company also confirmed the renewal of its agreement with the ATP Tour through 2028, covering tournaments such as the Plava Laguna Croatia Open, ABN Amro Open, BMW Open and the Nitto ATP Finals in Turin.

Under the football deals, Haier will activate across stadium, digital and retail platforms, provide fan experiences, and explore co-branded smart-home products.

Liverpool’s Chief Commercial Officer Ben Latty said the partnership aligned with the club’s global fanbase reach, while PSG’s Chief Revenue Officer Richard Heaselgrave described the collaboration as an opportunity to bring the club closer to fans worldwide.

In tennis, Haier will expand its role as ATP Gold Partner beyond home appliances to include home entertainment and TVs, securing visibility across ATP’s events and digital channels. ATP Vice President of Partnerships Rodolphe Tastet said the extension built on collaboration since 2023.

Haier’s strategy now positions the brand across multiple top-tier sports including football, tennis and volleyball, with partnerships designed to strengthen its presence in Europe, Africa and Asia.