Paris Saint-Germain Signs Multi-Year Global Partnership with Haier.

Roger Hampel

Photo Credit: Paris Saint-Germain (PSG) 

Paris Saint-Germain (PSG) has announced a new three-season global partnership with Haier, the multinational home appliance manufacturer headquartered in Qingdao, China. The agreement makes Haier an Official Partner of PSG until 2028, expanding its sports sponsorship portfolio beyond tennis into top-level football.

Partnership Scope Paris Saint-Germain Haier

As part of the deal, Haier will receive:

• LED visibility at Parc des Princes on matchdays

• Haier-branded fan corners and immersive experiences inside the stadium

• Global marketing activations across PSG’s international platforms

  
  

The partnership is designed to connect with PSG’s worldwide fanbase, extending the club’s reach into households globally through branded activations and campaigns.

Official Statements

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

“Paris Saint-Germain embodies a spirit of innovation and an unrelenting passion for excellence. Our partnership with the club goes beyond sport and technology; it reflects a shared champion’s mindset and a vision of smarter living. Together, we will bring the idea of ‘Playing with the Number Ones’ to life in households around the world.”

Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain:

“We are very pleased to welcome Haier to the Paris Saint-Germain family. As a global leading home appliance brand, Haier is 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.”