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Haier Partners With John Abraham's NEUFC- A first Football Sponsorship Foray

10-31 2014


New Delhi, India, October 29th, 2014: Haier, one of the largest Home Appliances & Consumer Electronics brands worldwide and world’s No.1* brand in major appliances, today announced a strategic partnership with the North East United Football Club team today for Indian Super League 2014. The announcement comes just days after the team won its first match at the tournament which will see 8 city-based teams playing 61 matches over a period of 70 days and is scheduled to end on the 20th of December, 2014.

The NorthEast United FC from Guwahati, which is co-owned by John Abraham, has received tremendous response from the on-ground spectators cheering for the team during the matches. As part of the partnership, the team will be wearing the new jersey which features Haier’s logo on the front in its capacity of being the official sponsor of the team. Haier will also gain significant brand exposure around the grounds in form in-stadium promotional methods such as Perimeter electronic board branding, Stadium Electronic board static branding etc., for visitors to see.

Commenting on the partnership, Mr. Eric Braganza, President, Haier Appliances (India) said, “We are delighted to be a part of such exciting times where we have an opportunity to be a part of the journey of taking a wonderful sport like football to the masses. This partnership allows Haier to conjoin the synergy of being a young and sporty brand with the aggression of a sport like football.   We are ecstatic that we can now connect with our audience at a more personal level and enjoy the spirit of football together.”

John Abraham, Bollywood Actor and co-owner of NorthEast United FC said, “I am very happy with Haier coming on board to support the NEUFC club in our inaugural year. Our team is built on certain elements that are coherent to the brand’s ethos, which makes it a perfect fit. It is good to know that the association with football is strategic; keeping in mind the potential growth of the sport in the country.”

Haier has always believed in innovation, teamwork and dedication, values that are the core of a sportsman. This partnership with the North East United Football Club strengthens the perfect synergy of core values of both partner brands which are committed to introducing football to a larger Indian audience.

To expand the mutually beneficial contours of this partnership, both partners will shortly launch a series of joint marketing initiatives to engage with their respective fans and consumers across India. In order to celebrate this association, Haier plans a contest on social media where participants stand a chance at winning Haier products personally autographed by the North East United Football Club players.

About Haier India

Haier India is a 100 percent subsidiary of Haier Group, which is one of the fastest growing consumer durables companies in the world. Haier is world’s no. 1 brand of Major Appliances* for the 5th consecutive year, as per Euromonitor. Haier is also world’s no.1 brand in Refrigeration appliances, Home Laundry appliances, Freezer and Wine Chillers. The company initiated its commercial operations in January 2004. It offers a wide range of products in all of 7 categories like Panels (LED/LCD TV’s), Water Heaters, Refrigerators, Wine Cellars, Washing Machines, Water Heaters and Deep Freezers. Every Haier product stemmed from innovation and technology and has been inspired and designed keeping the day-to-day customer needs in mind. Haier has its manufacturing facility at Ranjangaon in Pune district of Maharashtra, which has capability to manufacture Refrigerators, CTVs and Washing Machines. Haier is upgrading the new facility with state-of-the-art equipment' to create a Research & Development facility for refrigerators. Haier is known for introducing innovative products in the country and is best remembered for its revolutionary Bottom Mount Refrigerators, launched for the first time in India followed by the patented Double Drive technology in Washing Machines. LCDs with motion gaming technology, Washing machines with NZP (Near Zero Pressure) technology, 3 door refrigerators with smart convertible space, Water heaters with music functions are examples of continuous innovation at Haier for the Indian market.

About Haier Group

The Haier group was set up in 1984 in Qingdao, China. In just over two decades as per Euromonitor Statistics of 2003, Haier was ranked as the 2nd largest Home Appliances brand in the world. According to Euromonitor statistics of 2008, Haier branded Refrigerators have been ranked as number 1 worldwide. The group has emerged as a top multinational, manufacturing a wide range of home appliances and consumer electronics products with 15 Industrial Parks globally including USA, Europe, Middle East, Africa, and South Asia other than its robust presence in China. Haier’s revenues have shot up fourfold since 2000 with an annual Group turnover of 180.3 billion yuan, US $ 29.5 billion. Haier has 24 industrial parks, 5 R&D centers, 66 trading companies, 143330 sales outlets and more than 70,000 employees around the world. The product range comprises of over 15,100 models in 96 categories. Continuous innovation is the soul of Haier’s corporate culture. Haier has been widely recognized as a leader of nine products in terms of domestic market shares and the 3rd player of three products in the world market and world-class company in the fields of home integration, network appliances, digital and large scale integrated circuits and new materials. Haier has long attached significance to innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and clients. Haier has currently obtained more than 7,000 patented technology certificates and 589 software intellectual property rights. Haier has hosted and taken part in modification of about 100 technological standards.

For more information, please contact:

Ragini Vasishtha |ragini.vasishtha@2020msl.com