Through the new partnership, Haier aims to connect with LFC supporters across the globe, delivering initiatives that celebrate its forward-looking technology and using the club’s channels and platforms to showcase its product innovation and reinforce its position as a leader in the home appliance industry.
Founded in 1984, Haier has been ranked No.1 globally in major home appliance brand retail sales for 16 consecutive years, serving one billion households in more than 200 markets globally.
Haier also owns the home appliance brand Candy, which famously featured on the front of Liverpool FC’s shirt from 1988 to 1992, a period fondly remembered by supporters.
Wearing the Candy logo, Kenny Dalglish’s side clinched the league championship in 1990 and lifted the FA Cup in 1989 and 1992. To this day, the Candy shirt remains one of the club’s most popular retro jerseys among fans.
Ben Latty, chief commercial officer at LFC, said: “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.”
The partnership forms part of Haier’s sports sponsorship strategy to ‘play with the number ones’. As the No.1 major home appliance brand in the world, Haier has a proud history of partnering with top teams around the globe. By joining forces with Liverpool FC, Haier celebrates both its own position at the top and the club’s tradition of achieving at the highest level.
Haishan Liang, vice-chairman of the board of directors and president of Haier Group, said: “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.”
