Not long ago, buying a refrigerator started with a glossy ad in the Sunday paper or a TV spot tucked between soap operas. That world is gone.
Today, if you’re streaming a cricket match in India, scrolling highlights from Roland-Garros, or catching an esports tournament, you’ll see the Haier logo. This isn’t an accident; it’s a calculated strategy the company calls “Sport-o-Tainment.” While the name might sound like corporate jargon, it represents a fundamental shift in how brands connect with people: a bet that a modern appliance brand needs to live in the culture, not just in a sales catalogue.
Haier, the world’s No. 1 major appliances brand for 16 consecutive years, is trading the old playbook of festival discounts for a spot at the center of major sporting events. By blending the thrill of sport with the power of entertainment, it’s reframing its appliances not as household utilities, but as enablers of a smarter, aspirational lifestyle.
In the words of NS Satish, President of Haier Appliances India, the strategy is about tapping into a national passion.
“Cricket is more than a sport, it’s a national emotion that mirrors our core values of passion, resilience, and innovation,” says Satish. “Through our Sport-o-Tainment strategy, we aim to forge meaningful connections with India’s new generation of consumers by delivering brand experiences that resonate with their aspirations.”
The Asia Cup 2025 Bet
Haier’s role as Gold Sponsor of the Asia Cup 2025 is its most ambitious move yet. Cricket is where Indian fandom and commerce collide at a scale few other platforms can match. As part of the association, Haier has secured extensive on-ground visibility, from perimeter boards to in-stadia activations, aiming for full immersion in the fan experience.
By tapping into cricket’s emotional core, Haier hopes to transfer that passion directly into brand loyalty, cementing its position as a brand that understands the cultural heartbeat of the nation.
More Than Cricket: Building a Global Sports Empire
What makes Haier’s playbook stand out is its refusal to be pigeonholed. It has constructed a championship lineup across multiple sports to connect with different segments of the modern Indian audience:
- Global Tennis: A renewed ATP Gold Partner deal until 2028 ensures visibility at all four Grand Slams namely the Australian Open, Roland-Garros, Wimbledon, and the US Open and other major tournaments.
- Global Football: Partnerships with Liverpool FC, Paris Saint-Germain, and LaLiga tap into global fan cultures that resonate strongly with Indian youth.
- Esports: The launch of the Haier G-League, with over 8,000 players and a ₹1 million prize pool, signals a clear understanding of where digital-native consumers are spending their time.
While cricket offers scale in India, tennis and football lend Haier a premium global image, and esports ensures relevance with Gen Z.
But Does a Logo on a Boundary Rope Actually Sell a Fridge?
The strategy isn’t without risk. The connection between a thrilling cricket match and a decision to buy a washing machine isn’t a straight line. The success of “Sport-o-Tainment” hinges on Haier’s ability to convert passive visibility into active brand preference when a customer is standing in a store or browsing online. The logo on the boundary rope has to become a mental shortcut for quality and relevance.
Haier is betting that it can. For the streaming generation, the under-30 demographic that grew up with sports on their phones, a brand’s relevance is about presence. By showing up during a late-night tennis match or a high-stakes esports final, Haier is positioning itself as part of its world. It’s a clever way to borrow a cultural relevance that a quiet, humming appliance could never generate on its own.
The Bottom Line
In an industry that has long lacked imagination, Haier is asking the right question: what if buying an appliance could feel as exciting as cheering for your team? The strategy reflects a simple truth: culture sells more effectively than features. Haier has figured out that to truly matter, a brand must exist where people laugh, cheer, and celebrate, not just where they shop. That’s a lesson its competitors, still banking on the next festival discount, would do well to study.
Disclaimer: This is a brand story, so views expressed here are the brand’s own.
