As the world welcomed 2026, global home appliance leader Haier brought the thrill of world-class football to Filipino audiences, combining innovation with entertainment in a unique New Year activation. A special television commercial featuring Paris Saint-Germain (PSG) stars was prominently showcased on a key EDSA billboard in Metro Manila, reaching thousands of daily commuters and making a bold statement at the start of the year. This initiative is part of Haier’s ongoing global campaign with PSG, which saw landmark outdoor screens light up across major cities worldwide on December 31, 2025, highlighting the shared values of excellence, innovation, and leadership that unite both Haier and one of football’s most celebrated clubs.
Haier’s partnership with PSG, formalized in September 2025 through a multi-year agreement running until 2028, goes beyond branding. The collaboration seeks to integrate football’s passion and champion mindset into everyday life, connecting PSG’s spirit of teamwork and victory with Haier’s smart home technologies and user-centric innovations. The New Year TVC, now visible to thousands along Metro Manila’s busiest thoroughfare, not only delivers festive greetings from PSG players but also reinforces the champion spirit that resonates strongly with Filipino football fans, a community whose enthusiasm for the sport continues to grow year after year.
Haier’s partnership with PSG, formalized in September 2025 through a multi-year agreement running until 2028, goes beyond branding. The collaboration seeks to integrate football’s passion and champion mindset into everyday life, connecting PSG’s spirit of teamwork and victory with Haier’s smart home technologies and user-centric innovations. The New Year TVC, now visible to thousands along Metro Manila’s busiest thoroughfare, not only delivers festive greetings from PSG players but also reinforces the champion spirit that resonates strongly with Filipino football fans, a community whose enthusiasm for the sport continues to grow year after year.
The campaign aligns with Haier’s philosophy of designing products around people, powered by technology and proven in daily use. By combining global innovation with local relevance, Haier ensures its solutions cater to the needs and lifestyles of consumers in diverse markets, including the Philippines. From energy-efficient refrigerators and washing machines to connected home appliances, the brand aims to make modern living easier, smarter, and more enjoyable for Filipino households.
Haier’s strategic use of high-impact outdoor placements, digital campaigns, and global sports partnerships enables the brand to strengthen emotional connections with consumers worldwide. The EDSA billboard activation, in particular, bridges the excitement of international football with the familiarity of daily life, delivering a message that resonates with both commuters and families at home. It exemplifies Haier’s commitment to bringing world-class experiences closer to local audiences, combining entertainment, technology, and innovation in a seamless way.
Football’s popularity in the Philippines has been steadily rising, and Haier’s partnership with PSG taps into this growing enthusiasm, inspiring fans through values of teamwork, passion, and excellence. These are the same principles Haier embodies in its approach to product design, customer service, and technological innovation. As 2026 begins, Haier continues to deliver champion experiences—not just on the football pitch but within the home, where convenience, smart solutions, and quality innovation intersect.
With this New Year activation, Haier reaffirms its position as a brand that merges global inspiration with local impact. By connecting the excitement of PSG football with its range of smart appliances, Haier empowers Filipino consumers to embrace innovation while celebrating a shared passion for excellence. As the brand moves forward, it remains committed to enhancing everyday living through smart, user-focused solutions, bringing technology and global partnerships into homes across the Philippines.
Haier’s strategic use of high-impact outdoor placements, digital campaigns, and global sports partnerships enables the brand to strengthen emotional connections with consumers worldwide. The EDSA billboard activation, in particular, bridges the excitement of international football with the familiarity of daily life, delivering a message that resonates with both commuters and families at home. It exemplifies Haier’s commitment to bringing world-class experiences closer to local audiences, combining entertainment, technology, and innovation in a seamless way.
Football’s popularity in the Philippines has been steadily rising, and Haier’s partnership with PSG taps into this growing enthusiasm, inspiring fans through values of teamwork, passion, and excellence. These are the same principles Haier embodies in its approach to product design, customer service, and technological innovation. As 2026 begins, Haier continues to deliver champion experiences—not just on the football pitch but within the home, where convenience, smart solutions, and quality innovation intersect.
With this New Year activation, Haier reaffirms its position as a brand that merges global inspiration with local impact. By connecting the excitement of PSG football with its range of smart appliances, Haier empowers Filipino consumers to embrace innovation while celebrating a shared passion for excellence. As the brand moves forward, it remains committed to enhancing everyday living through smart, user-focused solutions, bringing technology and global partnerships into homes across the Philippines.
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