Haier Makes Deal with Liverpool FC and Paris Saint-Germain

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Home appliance brand Haier have announced two multi-year global partnerships with Liverpool FC and Paris Saint-Germain at IFA Berlin.

The partnership allows Haier to promote their branding in stadiums, retail, and digital touchpoints used to boost fan engagement, as well as the opportunity for both parties to co-create smart-home products.

Founded in 1984, Haier has served over a billion customers in over 200 markets globally and have a history of supporting football clubs through sponsorships.

Vice Chairman and President of Haiser, Liang Haishan stated the company is thrilled to elevate the sports marketing strategy by partnering with two of the world’s most celebrated champion clubs, Liverpool Football Club and Paris Saint-German.

“Great teams win through precision, teamwork and constant improvement,” he said via press release.

“We build products the same way: designed around people, powered by technology, and proven in daily use.”

Liverpool FC’s Chief Commercial Officer, Ben Latty commented on how the global reach of Haier aligns with the football club’s fanbase, while Paris Saint-Germain’s Chief Revenue Officer, Richard Heaselgrave added the appliance brand is a part of people’s everyday lives.

“This partnership is a unique opportunity to bring the Club even closer to our fans around the world, both at the stadium and at home,” Heaselgrave said via press release.

Among other sports sponsorships, Haier is strengthening its brand visibility in football by brokering partnerships with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation, with now the two clubs added to the brand’s sports sponsorship strategy.

The partnership with Liverpool FC and Paris Saint-Germain demonstrates how Haier prides themselves and co-operate with champion league teams as well as other sporting clubs who mirror the appliance company’s reputation and quality of products.

Parts of Haiser Europe (originally called Candy) has partnership history with Liverpool FC, being a main shirt sponsor between the late 1980s and early 1990s.

The jersey with the Candy brand is one of the most popular retro kits from the club’s history as the team wore it during their historic victories during the sponsorship.

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Oz Shipping Containers expands Newcastle Jets partnership with front-of-shirt move

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Image Credit: Newcastle Jets

Newcastle Jets have upgraded their relationship with Oz Shipping Containers, with the Newcastle-based business becoming Principal Partner of the A-League Men’s team for the 2026/27 season.

The agreement represents a significant increase in the company’s involvement with the club, moving from a sleeve sponsorship last season to the front of the Jets’ men’s playing shirts.

Oz Shipping Containers will feature on the club’s home, away and goalkeeper kits throughout the campaign, giving the business a substantially larger presence across matchday, broadcast and club content.

The partnership also provides another example of the Jets developing commercial relationships with locally based businesses and increasing their investment over time.

Oz Shipping Containers specialises in the supply and modification of shipping containers, serving customers across residential, commercial and industrial markets.

Newcastle Jets Executive Chairman Maurice Bisetto said the club was excited to build on the existing partnership.

“It is great to continue our close association with a successful local business operating on a global stage,” Bisetto said.

The expanded partnership comes as the Jets prepare for a season that will include both A-League Men’s football and AFC Champions League Elite competition, increasing the club’s exposure across domestic and Asian markets.

For Oz Shipping Containers, the front-of-shirt position provides a much broader platform than its previous sleeve placement, putting the brand at the centre of the Jets’ visual identity throughout the season.

With the Jets entering a new campaign as defending Australia Cup champions and competing in Asia, Oz Shipping Containers will now have a significantly larger platform through which to build its association with the club.

Melbourne Victory and BYD drive innovation through new major partnership

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Melbourne Victory has officially welcomed BYD as a Major Partner and the Club’s exclusive Motor Vehicle Supplier for the next 12 months. At a partner launch bringing together the two organisations, the focus is on building around innovation, growth and a drive for success. The partnership will place BYD at the centre of Melbourne Victory’s fan experience. The brand will feature on the front of both the A-League men’s and women’s home and away jerseys. This gives BYD a strong presence across matchdays, broadcasts and digital content throughout the season.

The partnership extends well beyond the playing kit. BYD will be integrated across Melbourne Victory’s media, Academy and community assets. The two organisations will also collaborate through Member and pathways programs. This creates opportunities for BYD to connect with Victory supporters across multiple touchpoints.

For BYD, the partnership provides a direct connection with Melbourne Victory’s growing supporter and member base. The automotive brand has built a rapidly expanding presence in Australia and New Zealand. Its partnership with Victory provides another platform to build awareness and engage with Australian consumers. BYD Australia Chief Operating Officer Stephen Collins said the alignment between the two organisations was a key factor behind the deal.

“At BYD we’re enormously excited to welcome the Melbourne Victory into the BYD family as an exclusive automotive partner,” Collins said.

“What really appeals to us was the culture of innovation and the hunger for success.”

That alignment is reflected in the way the partnership will operate. BYD will not simply appear on Melbourne Victory assets. The brand will be connected to the Club’s members, fans, business network, pathways and community programs. Melbourne Victory Managing Director Caroline Carnegie said the partnership reflects a shared ambition for continued growth. She also highlighted the organisations’ common focus on leading, connecting and inspiring their communities. Together, Melbourne Victory and BYD will bring the partnership to life across matchdays, media, community initiatives and supporter experiences throughout the 2026-27 season.

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