Serie A joins forces with Haier

Serie A, the top division of men’s professional club football in Italy, has announced a partnership with Chinese consumer electronics brand Haier, bringing it on board as an Official Partner.

The deal will see Haier serve as the title sponsor of the referee camera, which will be called the “Haier-Cam”, offering exclusive live images from the matches, all of which will feature Haier branding.

The aim of this partnership is to enhance the overall fan experience. 

Luigi De Siervo, CEO of Lega Calcio Serie A, commented:

“Haier joining our partners allows us to realise the full potential of a major innovation such as the Refcam, which, we would like to point out, we were the first to adopt among the various football leagues. Thanks to this collaboration, we will be able to guarantee an increasing number of matches in which we can bring our fans “inside the game”, giving all viewers the privilege of witnessing all the decisive moments of the matches first-hand. The “Haier-Cam” is our way of speaking the language of young people. We want the fans of the future, the young people of the Gen Alpha and Gen Z, to feel like an integral part of the game, no longer just spectators. With this camera, every decision becomes digital content, ready to be shared, commented on and discussed.”

Emiliano Garofalo, Country Manager Haier Group Italy, said:

“We are proud to associate our name with Lega Calcio Serie A. As a leading brand in home appliances and the smart-home ecosystem, we are opening a new chapter that began with our exclusive collaboration with DAZN as technology partner for the development of Fuoriclasse powered by Haier, and which now takes shape directly on the pitch thanks to Serie A with the introduction of the innovative Haier-Cam. For Haier, this partnership is a natural step following the launch of our Smart TVs: we share the goal of enhancing the fan experience in increasingly meaningful ways. For us, innovation means listening — listening to understand needs before they become demands, and creating solutions that bring people closer to genuine emotion. Our Smart TVs, for example, designed to deliver outstanding smoothness and top-tier visual quality, allow viewers to fully enjoy the exclusive Haier-Cam footage, offering a unique perspective from the very heart of the game. We are not just talking about products, but about value: quality, personalisation and authenticity. This is what our presence in sport and Italian football represents — making every moment more engaging and closer to the passions of those who live the game.”