Haier India Scores Big With ICC Men’s T20 World Cup Broadcast Sponsorship

Haier Appliances India partners with Star Sports HD as the Broadcast Sponsor for the ICC Men’s T20 World Cup 2024. The collaboration provides Haier India with visibility during the matches which will be broadcasted on Star Sports HD, featuring the US and West Indies teams from June 1 to June 29.

Haier India acknowledges the role of cricket in India, uniting people from varied backgrounds. Leveraging this, the brand aims to strengthen its bond with cricket enthusiasts through digital integration. With a focus on marketing strategies and youth engagement, Haier prioritises impactful sports marketing to bolster customer relationships, boost brand recognition, foster loyalty and fuel business expansion in India.

Commenting on the exciting collaboration, NS Satish, President, Haier Appliances India, said, "Cricket is not just a sport; it’s an emotion deeply embedded in the hearts of every Indian. At Haier India, we are thrilled to announce our association as the ‘Broadcast Sponsor’ for the ICC Men’s T20 World Cup 2024 on Star Sports HD. Taking our sport-o-tainment strategy to new heights, we aim to build strong connections with cricket enthusiasts and millions of consumers worldwide. We view the ICC Men’s T20 World Cup 2024 as an unparalleled opportunity to engage meaningfully with audiences. As one of the biggest sporting events globally, it offers a platform to solidify our position as a challenger brand that pioneers innovative initiatives.

He further added, “Through such strategic associations, our ultimate goal is to forge stronger connections with our customers, understand their needs better, and create products that make their lives smarter, more convenient, and comfortable. We are confident that this association will strengthen our existing consumer connections and unlock new opportunities in line with our vision of ‘more creation, more possibilities’. With a massive fan base not just in India but around the world, we are confident this collaboration will help Haier captivate a larger audience and expand our brand presence.”

In line with its sport-entertainment marketing approach, Haier deepens consumer ties by backing top-tier sporting events globally. It recently unveiled a partnership with Roland-Garros as the Official Partner for the ongoing season and welcomed Ana Ivanovic as its global sports brand ambassador.