Liverpool FC has signed a global partnership deal with Haier, the parent company of home appliance brand, Candy.
Candy was Liverpool’s front of shirt sponsor between 1988 and 1992 – a period including a league championship and 2 FA Cups
Haier explained that the deal forms part of its sports sponsorship strategy to “play with the number ones.”
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“Liverpool is more than a football club; it is a legacy of passion passed down through generations,’ said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group.
“By partnering with the Reds, Haier will unite this spirit of glory with our commitment to smart innovation, bringing new experiences to families worldwide.”
The group will use the club’s channels and platforms to promote its product innovation and “reinforce its position as a leader in the home appliance industry. “
“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,” added Ben Latty, Chief Commercial Officer at Liverpool FC.
“This global reach aligns with the scale of Liverpool FC’s global fanbase, and we’re excited to see this partnership come to life and look forward to working together.”
