Liverpool FC officially announce new global partner

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Liverpool FC has been busy bolstering its commercial portfolio in recent months, forging high-profile collaborations with the likes of Nike, Coca-Cola, and Expedia.

From extending its long-term kit deal with Nike to launching exclusive fan experiences alongside Coca-Cola, the Reds have demonstrated their prowess off the pitch as much as on it.

A landmark travel partnership with Expedia earlier this summer further underscored the club’s global ambitions, offering supporters match-day packages to destinations across Europe.

And now the Anfield club has announced its latest global partnership with Haier, a world leading home appliance supplier.

This partnership marks the return of a legendary sponsor to Anfield — Haier’s Candy brand famously adorned the Liverpool shirt from 1988 to 1992, a golden era that included Kenny Dalglish’s 1990 league title and FA Cup triumphs in 1989 and 1992.

The club report that Haier has held the No.1 spot in global home appliance retail sales for 16 consecutive years, serving over a billion households across more than 200 markets.

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.”

Through the collaboration, Haier will leverage the club’s digital channels to showcase its cutting-edge product innovations and reinforce its position at the forefront of smart-home technology.

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.”

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