Birmingham City teams up with Haier for new partnership

English football club Birmingham City has announced a new partnership agreement with global appliance brand Haier who will join the club as their Official HVAC (Heating, Ventilation and Air Conditioning) Partner. Haier will support Birmingham City through their industry-leading heating, ventilation and air conditioning solutions to enhance the facilities at the club’s stadium. Both will also work on a host of activations with the goal of enhancing fan experiences. 

The Birmingham City men’s team currently competes in the EFL Championship while the Birmingham City women’s team won the WSL 2 in the 2025/26 season and will take part in the Women’s Super League in the upcoming season, 2026/27. 

Jeremy Dale, Chief Executive Officer at Birmingham City Football Club, commented,

“We’re pleased to welcome Haier to Birmingham City as our Official HVAC Partner. Haier is a globally recognised brand with an outstanding reputation for innovation, quality and sustainability, making them an excellent fit for our Club. Their involvement in elite level sport, with world leading football clubs, speaks for itself and we are very excited to have them on board. As we continue our journey on and off the pitch, we’re proud to have partners like Haier that share our ambition to deliver excellence in everything they do.”

Bob Cowlard, Chief Executive Officer at Haier HVAC Solutions, added,

“Birmingham is entering an exciting new chapter of investment and development, and we’re pleased to be contributing our expertise in sustainable HVAC solutions to projects that will shape the city’s future. Through our involvement with the Birmingham Business Alliance, we’ve built strong relationships across the region, and we look forward to supporting the delivery of intelligent, energy-efficient climate solutions wherever opportunities arise within the evolving Sports Quarter. Being recognised as a Preferred HVAC Partner of the Birmingham City FC is a testament to our expertise, trusted service, and commitment to excellence. We are proud to have the opportunity to deliver innovative, sustainable, and high-performance HVAC solutions that support the success of businesses throughout Birmingham and beyond.”