Liverpool FC team up with Haier

Sep 8, 2025

Liverpool Football Club have announced a partnership with Chinese consumer electronics brand Haier.

Haier thus becomes a Global Partner and will connect with the Reds’ global fan base through the partnership.

Haier-owned consumer electronics brand Candy served as Liverpool’s front-of-matchday-shirt sponsor from 1988 to 1992.

Ben Latty, Chief Commercial Officer at Liverpool Football Club, commented:

“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.?This global reach aligns with the scale of Liverpool FC’s global fan base, and we’re excited to see this partnership come to life and look forward to working together.“

Haishan Liang, Vice-Chairman of the Board of Directors and President of Haier Group, added:

“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.“

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