MUMBAI: In the world of cricket and consumer durables, Haier is proving it can swing both bats and branding. The global appliance giant has locked in its third consecutive year as the digital streaming partner for Tata IPL 2025 on JioHotstar, hitting another six in its all-out ‘Sport-O-Tainment’ strategy. From spin cycles to spin bowling, Haier seems determined to own both.
Announced on 25 March 2025, the partnership marks a calculated play to stay in front of young, premium, and sports-obsessed eyeballs. After a successful 2024 IPL season and a high-octane showing at the ICC Men’s Champions Trophy, Haier has returned to the IPL crease with digital dominance in mind.
"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,” said Haier Appliances India president NS Satish.
Sport may be a passion in India, but it's also a growing business juggernaut. The country's sports market is projected to skyrocket from $52 billion to $130 billion by 2030, growing at a solid 14 per cent CAGR, according to Deloitte and Google. Haier, clearly not one to miss a run, has already stitched itself into the game. With IPL 2023 and 2024 under its belt, plus recent partnerships with the ICC Men’s World Cups and tennis grand slams like Wimbledon, US Open, and Roland-Garros, the brand has aced its multi-sport marketing serve.
In 2024, Haier tapped into record-breaking IPL viewership to push brand salience and forge emotional ties with fans – not bad for a company better known for fridges than fours and sixes. The brand now aims to up the ante in 2025, using this digital innings to stay top-of-mind across Indian homes and hearts.
A refrigerator brand investing in cover drives? That’s Haier for you – cooling homes while heating up India’s sportainment scoreboard.
