Paris Saint-Germain and Haier announce a multi-year partnership
The Club•
The leading major home appliance brand joins forces with Paris Saint-Germain as an Official Partner.
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Paris Saint-Germain and Haier, the world’s leading major home appliance brand for 16 consecutive years according to Euromonitor International and headquartered in Qingdao, China, are delighted to announce a three-season global partnership. This milestone marks Haier’s new sports partnerships portfolio, following its strong legacy of partnerships in tennis.
As an Official Partner of Paris Saint-Germain until 2028, Haier will benefit from a wide range of assets, including prominent LED visibility on matchdays, dedicated Haier-branded corners and immersive fan experiences at the Parc des Princes, as well as a variety of global activations still to come and leveraging the worldwide fanbase of Paris Saint-Germain.
Through this collaboration, Haier and Paris Saint-Germain will connect with millions of fans worldwide wherever they are, from matchdays at the Parc des Princes to households around the world. Together, the two brands aim to bring the Club’s spirit into the daily lives of supporters, creating innovative activations, engaging experiences that extend the passion of football beyond the pitch and around the globe.
By joining forces with one of the most iconic Clubs in world football, Haier reinforces its partnership slogan “Play with the Number Ones”. This partnership underscores the shared values of excellence, innovation, and leadership between two global leaders at the top of their respective industries.
“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.”
“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.”
About Paris Saint-Germain
Founded in 1970 and crowned UEFA Champions League winners for the first time in 2025, Paris Saint-Germain (PSG) is France's most successful sports Club and a leading force on the European stage. Under Qatar Sports Investments (QSI) ownership since 2011, PSG has grown into a multi-sport institution, excelling in men’s and women’s football, handball, judo, and Esports. In 2022, U.S.-based Arctos Partners invested in the Club to support its long-term growth strategy.
With a global fan base exceeding 500 million and a combined social media following of over 230 million across social media, PSG has become a cultural icon, sitting at the intersection of sport, fashion, and entertainment. Collaborations with global brands like Jordan have solidified its status as a globally recognized lifestyle brand. In 2024, the Club inaugurated the Paris Saint-Germain Campus, a state-of-the-art facility that sets new standards for athlete development and performance. As The Club of the New Generation, Paris Saint-Germain blends athletic excellence, cultural influence, and social impact to shape the future of sport and society.