• Source:JND
Add as a preferred

Haier is doubling down on its long-term Sport-O-Tainment bet, one that will resonate with India's premium, young, and sporty consumer base. The idea is simple: mesh the thrill of sport with entertainment and leverage Haier's innovation-focused product portfolio.

ALSO READ: UIDAI To Launch New Aadhaar Mobile App By December 2025

A Strong Mix of Partnerships

From cricket to tennis, football, and even e-sports, Haier's sporting footprint is nothing less than global. The brand's partnerships include some of the world's biggest platforms—the Asia Cup 2025, IPL, ICC Men's T20 World Cup 2024, and Champions Trophy in cricket. Within the tennis space, Haier has extended its ATP Tour partnership up to 2028 from home appliances to home entertainment and TV. This ensures better hospitality, court visibility, digital visibility to over a billion fans, and stronger product narratives.

Haier's tennis footprint also includes Roland-Garros, Wimbledon, the US Open, the French Open, the Australian Open, the Rolex Paris Masters, and the Mutua Madrid Open — solidifying tennis as a global premium platform.

Football and Beyond

Its football push is equally aggressive. Apart from LaLiga, Liga Portugal, and Morocco federation, Haier inked new marquee partnerships with Liverpool FC and Paris Saint-Germain, launched at IFA Berlin 2025.

Another space in which Haier is creating youth connections is that of e-sports. The first-ever Haier G-League brought together over 8,000 gamers and offered a prize pool of INR 1 million, a consumer durables first.

The Asia Cup Touchpoint

Closer to home, Haier India as a Gold Sponsor of the Asia Cup 2025 is one of the largest highlights. Cricket in India is not merely a sport — it's a cultural beat. With its on-stadium branding, fan interaction, and an on-ground presence spread over several days, Haier is leveraging the unmatched emotional connect of cricket to reaffirm its connect with Indian consumers.

More Than Just Branding

For Haier, these partnerships are less about logo visibility and more about positioning Haier's products within authentic consumer moments — whether it's smart TVs adding flavor to match nights or appliances powering daily convenience. The goal is to deliver upscale, connected experiences that resonate far past game time.

ALSO READ: Apple Releases iOS 26.0.1 Update To Fix Bugs And Issues

Building a Cultural Connection

In taking its brand to associate it with major sporting events, Haier has carved out a unique space in the consumer durables segment in India. Its Sport-O-Tainment movement is not about communication but being part of the social fabric, gaining that elusive trust, visibility, and loyalty that go beyond advertising.