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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New Stewarding Academy receives backing from Premier League

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Image credit: Premier League

It is a partnership which sees the Premier League, Capital City College and the Mayor of London, Sadiq Khan, all unite to create job opportunities and raise stewarding standards across the industry.

 

Football’s forgotten heroes?

Everyone who watches live football will undoubtedly – and unsurprisingly – focus on the people at the heart of the action.

Players, managers, and even other fans all tend to receive the most attention. They are the show people come to see.

But behind every great show, is a team behind the scenes bringing it together, helping when needed, ensuring everything runs smoothly.

Stewards are an ever-present part of the live football experience; highly visible yet easily ignored.

And, as London’s own football industry knows all too well, a lack of stewards can spell trouble for sustaining high-quality and safe live match experiences for fans.

 

Securing development and safety

The partnership between the Premier League and the Mayor of London will see AUD 2.3 million (£1.2 million) invested into the game.

And as the Premier League Chief Policy and Social Impact Officer, Clare Summer outlined, the Academy is essential not only to provide future employment, but to meet current demands.

“There are more than 15 million visits to Premier League stadiums each season, and we work alongside partners and the police to deliver safe and inclusive matchdays across the country,” Summer said.

“Through this partnership, we are providing new employment and training opportunities for thousands of people, contributing to the safe and welcoming environment provided at 380 matches each season.”

Thus, the partnership functions both as a way to engage people with the football industry, while also providing core employment skills and experience.

 

Jobs beyond the pitch

London, much like the rest of the world, is not lacking in fans of the beautiful game.

So considering there is such demand for stewards in the city’s football industry, the Academy marks a logical step to giving people another way of connecting with football.

And the impact goes far beyond sentimental value.

For example, the Premier League strives to improve training and employment opportunities across the UK, supporting up to 104,500 full-time equivalent jobs in the 2023/24 season.

So while the Premier League may require the efforts and skills of thousands of people, it also continues to invest back into the community.

Education, opportunity and trust. All of these are essential aspects to improving the lives of young people looking for a way into football, as well as looking to improve their own lives with purpose and fulfilment.

Chelsea FC partners with Strava in landmark lifestyle partnership

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Image credit: Stock1987 / Shutterstock.com

The London-based giants announced the launch this week, marking a first-of-its-kind partnership for both the Premier League and Women’s Super League (WSL).

Connecting with fans

As clubs across the world look to find new and exciting ways of connecting with fans, Chelsea are showing that the answer – more often than not – already exists.

Strava is a running and fitness platform with over 195 million users across the globe. But the app represents more than just tracking speed – it is a social and lifestyle symbol through which users can connect.

And with presence in 185 countries, the app has the power to unite users from all over the world, making it a perfect fit for the globally-followed Blues.

“We are always looking at ways we can use our global brand to bring people together, often in unexpected ways,” said Brand Director for Chelsea Football Club, Scott Fenton.

“By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”

Two brands with a huge international presence. One partnership which promises to encourage community, movement and healthy-living.

 

The intersection between sport and lifestyle

At first glance, Chelsea FC and Strava appear an unconventional partnership. Indeed, it is the first time a club has established an official presence on the app.

But at its core, the two organisations serve similar purposes: uniting people with a common passion for sport.

At its beginnings in 2009, Strava promised to replicate the feeling of team sports and unlocking new achievements, making a deal with Chelsea FC – one of the world’s most successful teams in recent years – a true full-circle moment.

“Chelsea FC joining Strava as the first Premier League and BWSL team to establish a global club on the platform is a powerful demonstration of how brands are engaging with their communities,” explained Director of Athlete and Community Partnerships at Strava, Mel Jarrett.

“We believe shared passion for movement creates real connections, and this collaboration brings that to life for Chelsea’s global fanbase.”

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