September 2025
ertonline.co.uk
5 Haier partners with Liverpool FC and PSG
Haier Europe has announced a multi-year global partnership with football giants Liverpool Football Club and Paris Saint-Germain. The agreements unite two of the most followed football clubs in the world with a brand known for user-centred innovation. At IFA Berlin, executives from both clubs joined Haier to witness the unveiling of Haier’s new brand strategy and to announce the partnerships globally. Under the partnerships, Haier will activate across stadium, digital and retail touchpoints; deliver exclusive fan experiences; and explore co-branded smart-home products that bring matchday energy into everyday life. “We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club
and Paris Saint-Germain – two of the world’s most celebrated champion clubs. Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier’s entrepreneurial DNA and our commitment to building a truly global brand. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide.” said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group. “Great teams win through precision, teamwork and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use.”
As part of its brand-new dual-sponsorship strategy in the world of sport that includes tennis, Haier has
renewed its strategic partnership with the ATP Tour through 2028. The brand tournament portfolio will include: the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich) and the prestigious season-ending Nitto ATP Finals in Turin.
By teaming up with Liverpool Football Club and Paris Saint-Germain, renewing long-term partnership with the ATP Tour and major international tournaments, and reinforcing its presence in LALIGA, Liga Portugal and Moroccan football, Haier is not just placing its name beside champions — it is proving how the world’s number one home appliance brand plays at the same level as the world’s number one clubs and athletes.
Bira calls for fresh thinking from new ministers on key business issues
Bira is urging new government appointees to prioritise business rates reform and reconsider employment legislation following the Prime Minister’s shake-up of his top team. It said the government’s major ministerial reshuffle must bring fresh perspectives to critical policy areas that are hitting small businesses hard. Andrew Goodacre, CEO of Bira, said: “As the dust settles on all the ministerial changes, we hope that we do not lose momentum as new ministers become acquainted with their new roles. We would also like to see some new thinking from the new ministers with regards to business rates reform and the employment rights bill.
“Despite Treasury declaring the introduction of permanently lower multipliers for business rates, many thousands of independent retailers will be paying more business rates next year. The Employee Rights Bill has many changes that will make it harder and more expensive to employ people, with a disproportionate impact on smaller businesses. These are two key policy areas that require fresh thinking, and hopefully the changes in government personnel will take up the challenge.” Mr Goodacre highlighted that whilst the government has announced lower business rates multipliers, the reality for many of Bira’s members is that they will
still face increased costs in the coming year, creating additional financial pressures on already stretched independent retailers.
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