India, 09 October, 2026: Haier Appliances India, the No.1 global major appliances brand for 17 consecutive years, has taken the centre stage in India’s bilateral cricket season as the Title Sponsor of Cricket Live Studio on JioHotstar and the Star Sports Network. Through this six-month partnership, Haier has established a strong presence across one of India’s biggest sporting platforms, bringing the brand into the heart of the country’s home bilateral cricket calendar through an extensive on-air presence.
The association is a strategic extension of Haier’s Sport-o-Tainment philosophy, bringing the brand closer to consumers through one of the country’s biggest sporting passions. The timing is equally significant, with the partnership spanning the festive and home-upgrade season, when cricket becomes a key part of family entertainment and consumers are actively investing in their homes. This gives Haier a strong platform to build visibility and engagement at a high-consumption period, while making the brand part of the cricket-viewing experience.
Spanning four international series over six months, the association gives Haier a strong and sustained presence across India’s home bilateral cricket calendar, with visibility across JioHotstar and the Star Sports Network. The six-month association allows the brand to build continuity through the cricket season and engage with audiences across four major series, giving Haier a presence across multiple cricketing occasions rather than a single tournament or series.
Commenting on the partnership, Mr. NS Satish, CEO, Haier Appliances India, said, “Cricket has a unique place in Indian homes, bringing families and communities together and becoming an integral part of how India celebrates and entertains. Our association with Cricket Live gives Haier an opportunity to be part of this cultural passion, particularly during the festive season when consumers are spending more time at home and investing in their lifestyles. This partnership is an important step in taking our Sport-o-Tainment strategy forward, bringing together sport, entertainment and our technology-led home solutions in a way that reflects the evolving Indian household.”
The partnership will also spotlight key categories including refrigerators, LED TVs and washing machines, connecting Haier’s technology-led home solutions with the cricket-viewing experience. It will further reinforce the brand’s positioning around technology, performance and smarter living, with the home at the centre of its consumer proposition.
The association further strengthens Haier India’s Sport-o-Tainment strategy, building on its presence across marquee sporting properties including the ICC Men’s T20 World Cup, ICC Champions Trophy, TATA IPL, Asia Cup and global tennis properties.
With this latest partnership, Haier continues to use sport as a powerful platform to engage consumers at scale, while bringing its technology-led portfolio into key cultural and entertainment moments for Indian households.
ABOUT HAIER INDIA
Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 17 consecutive years. Driven by the brand purpose of ‘More Creation, More Possibilities’, Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands.
ABOUT HAIER GROUP
Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of “More Creation, More Possibilities”, we are committed to co-create infinite possibilities for a better life with users, and to co-create infinite possibilities for industrial development with the ecosystem partners.
We’ve always been user centered, adhered to original technology and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers, 71 research institutes, 35 industrial parks, 143 manufacturing centers and a sales network of 230,000 nodes around the world. We are the world’s only IoT Ecosystem Brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 5 consecutive years. We also retain the top position in Euromonitor’s Global Major Appliances Brand for 17 consecutive years.
We have four listed companies, and our subsidiary Haier Smart Home is named among the Fortune’s Global 500 and World’s Most Admired Companies. Haier Smart Home was listed on Shanghai Stock Exchange A-share in 1993, CEINEX D-share in Frankfurt in 2018 and Hong Kong Stock Exchange H-share in 2020, is the only company that has achieved an “A+D+H” portfolio in global capital market. We have several global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, etc., to continuously create the best experience for our users.
We believe: More collaboration will happen when more boundaries are broken, and more valuable relationships are established. Only then will the future of the world be filled with infinite wonderful possibilities.
