Haier Appliances India, the No. 1 global major appliances brand for 16 consecutive years, has announced its return as the Digital Streaming Partner on JioHotstar for TATA Indian Premier League (IPL) 2025. Marking its third consecutive year of collaboration, this move reinforces Haier’s commitment to leveraging sports marketing as a powerful medium to connect with India’s young and sports-savvy audience.
The partnership follows Haier’s successful association with the ICC Men’s Champions Trophy 2025, further solidifying its Sport-O-Tainment strategy, which blends sports with engaging entertainment experiences to enhance consumer connections.
Building a Stronger Bond with Cricket Fans
Cricket is deeply embedded in India’s cultural fabric, and brands investing in the sport gain unparalleled visibility and emotional engagement with millions of fans. As one of the few consumer durables brands actively investing in the space, Haier India has successfully built a meaningful connection with this dynamic audience. Its continued association with JioHotstar for IPL 2025 aligns with its vision of making the brand more relatable to Indian households through immersive sports experiences.
In the 2024 IPL season, Haier capitalized on record-breaking digital viewership to boost brand engagement and recognition. The brand now expects to scale its presence even further in IPL 2025, reinforcing its top-of-mind recall among consumers. The Sport-O-Tainment strategy allows Haier to go beyond traditional advertising, offering a more personalized and engaging experience to cricket enthusiasts.
Haier’s Vision for Sports Marketing
Commenting on the renewed partnership, Mr. NS Satish, President, Haier Appliances India, said, “At Haier India, we have consistently invested in major sporting events year after year, and this strategy has played a pivotal role in strengthening our position as a leading brand in the consumer durables space. Our continued partnership with JioHotstar as the Digital Streaming Partner for IPL 2025 reflects our commitment to connecting meaningfully with consumers across the country. Cricket holds a special place in the hearts of millions of Indians, transcending beyond sport to become a cherished part of our culture and celebrations.
IPL presents an unparalleled platform to engage with young audiences, premium consumers, and Indian households alike. As one of the India’s most celebrated sporting events, IPL, through its coverage on JioHotstar offers a powerful opportunity for us to expand our reach, strengthen brand visibility, and build deeper emotional connections with cricket fans – both regionally, as they passionately support their home teams, and nationwide — further solidifying Haier’s position as an industry leader in innovation and consumer engagement.”
The Future of Sports Marketing in India
The Indian sports market is witnessing rapid growth, projected to reach $130 billion by 2030, up from $52 billion currently, with a CAGR of 14%, according to the latest Deloitte and Google report.
While cricket remains the dominant sport, there is a rising trend of viewership across multiple sports formats, making sports sponsorships and marketing more lucrative than ever before.
Recognizing this early, Haier India has expanded its Sport-O-Tainment strategy beyond cricket, partnering with global sporting events such as Roland-Garros, ATP, US Open, French Open, and Wimbledon. This multi-sport approach enables Haier to engage with a diverse sports audience, strengthening its global reach and reinforcing its brand leadership in the consumer durables industry.
With its continued investment in sports marketing, Haier is well-positioned to make a lasting impact in the industry, ensuring maximum brand engagement and resonance with fans across India and beyond.
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