Haier

Riyadh, Saudi Arabia — September 11, 2025 — Haier Saudi Arabia has signed a multi-year agreement (2025–2028) with Al Hilal Club Company to become the Club’s Official Home Appliances Sponsor. The partnership will activate across in-stadium LED, co-branded digital content, retail promotions and connecting Al Hilal’s fans with Haier’s locally tailored smart-home solutions.

PLAY WITH THE NUMBER ONES - Create the most popular home appliance brand for Saudi users.

This time, Haier has reached a long-term cooperation with the Al-Hilal Club Company in Riyadh, Saudi Arabia, and in the future, they will conduct in-depth exploration in multiple scenarios such as stadium displays and fan interactions.

Li Dapeng, CEO of Haier Middle East & Africa, said: “There is a strong alignment between Haier and Al-Hilal. Al-Hilal is a prestigious club with a massive fan base not only in the Kingdom, but across the Middle East and globally. We believe this partnership will strengthen both brands and establish a new stage of presence in the minds of the public.”

Esteve Calzada, CEO of Al-Hilal, said: “We are very proud and excited about this sponsorship, which aligns with our strategy. Haier will place our brand in numerous distribution points worldwide, which will also help us continue attracting the best companies globally.” 

Haier is a brand full of ambition, constantly innovating, and enjoys a high reputation globally. Haier's global influence aligns perfectly with the extensive fan base of Al Hilal, and we look forward to the realization of this collaboration, joining hands to bring a new experience to Saudi fans. At the same time, Haier has been committed to providing the best product experience for Saudi users. For the Saudi market, we have launched the UVC series variable frequency air conditioner, which can cool at full speed at 55 degrees and operate without interruption at 68 degrees, ensuring a great user experience. This aligns perfectly with Al Hilal's commitment to providing fans with the best matches.

Deepen localized user interaction-Reinforce the leading position as the number one global home appliance brand

Haier was founded in Qingdao, yet it has an inseparable bond with Saudi Arabia. in 1991, Haier officially began its global branding journey and entered the Saudi market in 1998. Since then, Haier has continued to strengthen its strategic layout in Saudi Arabia, deeply exploring local user needs, and has launched innovative products such as the UVC series air conditioners that meet local user demands, gaining widespread recognition from users. The TV launched QLED Game Master TV，with Gaming 120Hz, let user enjoy unprecedented smooth gaming experience. The refrigerator uses Haier's unique humidity control and preservation technology, precisely controlling humidity and doubling freshness, satisfies consumers' demands for healthy food and long-term storage. Considering the laundry habits,wash machine launched direct motion 525 Super Drum,More faster and cleaner with caring clothes.

Through this strong partnership between and Al Hilal football Club, Haier will, in the next three years, continually launch products that cater to local user habits, upgrade terminals, enhance user experiences, provide the best after sales services, and ensure the fastest logistics efficiency, aiming to become the number one home appliance brand in Saudi Arabia.

Play with the Number Ones - We’ll show up where fans live their passion, in the stands, on community pitches, and at home, bringing smart-home convenience to matchdays and beyond, activating locally while building a global community.