Haier

Haier, the world’s number one brand in major home appliances for the 17th consecutive year, strengthens its partnership with Lega Calcio Serie A, marking the last key milestone in its growth and positioning journey, also built through a strong international sports sponsorship strategy. A collaboration rooted in deeply shared values, translating into a project that redefines the way football is experienced – no longer just a spectacle to watch, but a fully immersive and live experience.

At the heart of the partnership is the Haier-Cam, the camera that brings viewers directly onto the pitch and represents one of the most emblematic expressions of the collaboration. Through exclusive footage and a unique point of view, the Haier-Cam allows fans to experience the game from an immersive perspective, capturing the intensity and passion of the sporting performance, making the experience even more authentic and engaging.

This vision is the foundation of Haier’s sports sponsorship strategy and, in particular, its collaboration with Lega Calcio Serie A. A journey that translates values such as innovation, performance and closeness to people into a narrative capable of bringing sport and technology together through a shared language made of emotions, participation and a new point of view. A journey that will be celebrated on 4 February with an exclusive evening event at Teatro Alcione in Milan. Enriched by the presence of special guests and football legends such as Alessandro Del Piero and Ciro Ferrara, the event is designed to showcase the partnership, the brand’s vision and its outlook, highlighting the value created by the meeting of sport, technology and a culture of excellence.

“For Haier, innovation first and foremost means listening to and getting closer to people,” says Emiliano Garofalo, Country Manager Italy of Haier Group. “The partnership with Lega Calcio Serie A stems from a shared desire to make the experience increasingly authentic and right at the heart of the game, reducing the distance between what happens on the pitch and those who live it: inside the game, inside your life. This is the same approach that guides the way we design solutions that listen to and learn from users, turning innovation into tangible value in everyday life.”

Luigi De Siervo, CEO of Lega Calcio Serie A, comments: “The Haier-Cam is the real technological innovation of the season. In more than 100 matches, it will bring our fans right alongside the protagonists of the Championship, allowing them to experience the intensity, emotions and dynamics of the game without filters. A unique point of view that enables viewers to form a more informed opinion of what happens on the pitch and better understand refereeing decisions, significantly reducing controversy and ensuring full transparency in officiating. This first-person perspective, very similar to that of video games loved by younger generations, represents a turning point in sports storytelling and is becoming an essential element in the broadcast of our competitions. I would like to thank Haier once again for believing in this project, which once again demonstrates Lega Calcio Serie A’s ability to technologically and editorially enrich the Serie A product.”

Reducing the distance between consumers and technology is the philosophy that connects Haier’s innovation with people, shaping the way products are conceived, designed and developed. An approach that goes beyond technical innovation to become a continuous relationship between users and appliances, creating experiences capable of responding to real needs – on the football pitch and in everyday life.

Haier technology learns from those who use it: it observes habits, adapts to behaviours and evolves over time to offer an increasingly personalised and intuitive experience. Not predefined systems, but intelligent solutions that learn, refine themselves and support people by anticipating their needs and simplifying complexity. From the new Haier Smart TVs, designed to deliver immersive images and enhance the intensity of a match, to the ID Series ovens featuring Bionicook technology and an integrated camera that allows users to monitor every stage of cooking in real time. Innovation thus becomes tangible value.

The partnership with Lega Calcio Serie A is part of a broader strategy that has seen Haier involved in sports sponsorships for over twenty years. The brand is present on some of the most iconic stages of international sport: premium sponsor of the Royal Moroccan Football Federation, official partner of top-tier clubs such as Liverpool FC and Paris Saint-Germain, as well as partner of the world’s most prestigious tennis tournaments – including the Australian Open, Mutua Madrid Open, Roland-Garros and the Nitto ATP Finals. A strategy built on solid values such as high performance, continuous innovation and absolute precision, capable of adapting to local contexts and people’s passions. Sport thus becomes a universal language through which Haier tells not only its products, but a vision that puts user experience at the centre.

For Haier, the future is built by constantly looking ahead, never standing still, and continuing to push boundaries. Ever closer to the game. Ever closer to people.