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| Haier's LED ad featuring PSG stars lights up EDSA Makati at night. |
MANILA—Global home appliance brand Haier welcomed the new year by bringing the spirit of world-class football to Filipino audiences, as a New Year television commercial featuring stars of Paris Saint-Germain (PSG) was showcased on a prominent EDSA billboard in Makati.
The local activation forms part of Haier’s global campaign with PSG, which saw landmark outdoor screens light up across major cities worldwide on Dec. 31.
The campaign highlights the shared values of excellence, innovation, and leadership that define both Haier and one of football’s most successful clubs.
Haier became an official partner of Paris Saint-Germain in September 2025 through a multi-year agreement running until 2028.
By joining forces with one of the most iconic clubs in world football, Haier reinforces its partnership slogan “Play with the Number Ones”.
“Paris Saint-Germain embodies a spirit of innovation and an unrelenting passion for excellence. Our partnership with the club goes beyond sport and technology; it reflects a shared champion’s mindset and a vision of smarter living. Together, we will bring the idea of ‘Playing with the Number Ones’ to life in households around the world,” said Liang Haishan, the president of the Haier Group.
“We are very pleased to welcome Haier to the Paris Saint-Germain family. As a global leading home appliance brand, Haier is part of people’s everyday lives. This partnership is a unique opportunity to bring the club even closer to our fans around the world, both at the stadium and at home,” added Richard Heaselgrave, PSG's chief revenue officer.
The partnership aims to integrate football passion into everyday life by connecting PSG’s champion mindset with Haier’s smart home technologies and user-centric innovations.
The New Year TVC, now visible to thousands of daily commuters along EDSA, features PSG players delivering a festive greeting while reinforcing a champion spirit that resonates with Filipino fans, as global football continues to grow in popularity in the Philippines
Driven by the same pursuit of excellence seen on the pitch, Haier designs its products around people—powered by technology and proven in daily use.
This philosophy is supported by Haier’s global localization strategy, ensuring solutions are tailored to the needs and lifestyles of consumers in different markets, including the Philippines.
Through high-impact outdoor placements, digital campaigns, and global sports partnerships, Haier continues to strengthen emotional connections with consumers worldwide.
As 2026 begins, Haier remains committed to delivering champion experiences through innovation, technology, and shared values—bringing global inspiration closer to Filipino homes.
Building on its presence in the Philippines, Haier’s New Year activation brings global football excitement closer to Filipino fans.
By lighting up a key EDSA billboard, the brand connects world-class innovation with everyday life, reaching commuters and households alike.
The activation highlights Haier’s commitment to smart, user-focused solutions that make modern living easier and more enjoyable.
From energy-efficient appliances to connected home technologies, Haier continues to design products that fit seamlessly into Filipino lifestyles.
With football growing in popularity in the Philippines, Haier’s partnership with Paris Saint-Germain inspires teamwork, passion, and excellence—values that the brand brings to homes across the country as 2026 kicks off.
