Haier Appliances India, the No.1 global major appliances brand for 16 consecutive years, announced its association as the Associate Gold Sponsor for the prestigious Asia Cup 2025. With cricket being the most celebrated sport in the region, this collaboration underscores Haier’s long-term commitment to Sport-o-Tainment marketing as a key lever to strengthen its connection with India’s premium, young, and sports-savvy consumers.
Cricket in India unites millions as it transforms from being a mere sport into an emotion of greater significance. Recognizing this cultural significance, Haier has strategically invested in premier tournaments to drive Sport-O-Tainment, a core marketing strategy that blends sport and entertainment to create immersive, meaningful consumer experiences. By joining hands with the Asia Cup, Haier will further extend its outreach to millions of cricket enthusiasts while reinforcing its positioning as an innovative, consumer-first brand.
Speaking around this partnership, Mr. NS Satish, President, Haier Appliances India, mentioned, “At Haier, we believe in creating more possibilities for consumers by being a part of the experiences that matter most to them. This new association with the Asia Cup further strengthens its narrative of innovation, trust, and consumer-first thinking while tapping into the cultural pulse of India. Haier seeks to leverage this unmatched passion to engage with audiences across the country through our Sport-o-Tainment strategy, combining the thrill of cricket with meaningful brand storytelling.”
As part of this collaboration, Haier will enjoy extensive on-ground presence and brand visibility across the stadiums, with impactful branding collaterals placed at strategic touchpoints during the matches. From perimeter boards and big-screen integrations to in-stadia activations, Haier will leverage the tournament’s high-energy atmosphere to engage fans directly and ensure a strong visual identity throughout the Asia Cup 2025.
Haier’s investments in sports marketing span some of the world’s most iconic tournaments, including the Indian Premier League, ICC Men’s T20 World Cup 2024, Champions Trophy, as well as marquee global tennis tournaments like Roland-Garros, ATP, US Open, French Open, and Wimbledon.
By strategically aligning with such high-impact events, Haier is uniquely positioned among consumer durables brands to capture the hearts and minds of consumers, enhance brand loyalty, and drive growth through emotionally resonant engagement. Through this association, Haier will creatively showcase its innovative and premium product portfolio by connecting product innovations with the excitement of the game. Haier aims to establish meaningful, connections with consumers, reinforcing its position as a trusted partner in modern Indian households.
India, 17 September 2025
