Haier Teams Up with JioHotstar as Digital Streaming Partner for  IPL for the Third Consecutive Year, Strengthening Its Sport-O-Tainment Strategy

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 Indian Premier League (IPL) 2025, marking its third consecutive year of collaboration. Recognizing the growing influence of sports marketing in India, Haier has strategically leveraged its unique Sport-O-Tainment strategy to connect with premium, young, and sports-savvy audiences over the years. Following a successful partnership with the ICC Men's Champions Trophy 2025, Haier is set to make waves in  IPL 2025, seamlessly combining the thrill of sports with engaging entertainment experiences. This reinforces Haier’s commitment to building deeper consumer connections while enhancing brand visibility.

As one of the few consumer durables brands actively investing in this space, Haier India has successfully built a strong connection with this dynamic consumer segment. Its continued partnership for coverage of IPL on JioHotstar reflects Haier India’s commitment to Sport-O-Tainment — a core marketing strategy designed to deliver engaging and immersive experiences that resonate with consumers. This collaboration not only enhances brand visibility but also fosters a meaningful and emotional connection with millions of cricket fans — a sport deeply embedded in India’s culture.

In the 2024 IPL season, Haier leveraged staggering viewership to engage with meaningful audiences, boost brand visibility, and foster strong emotional connections with consumers, further reinforcing its position as a standout name in the consumer durables space. Building on this momentum, Haier anticipates even greater success from this year’s collaboration, aiming to amplify its impact and audience engagement.

Commenting on the 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.”

India’s sports market is projected to grow to $130 billion by 2030, up from $52 billion currently, with a CAGR of 14%, according to the latest Deloitte and Google report. This growth is driven by rising viewership across various sports formats alongside cricket. Recognizing this trend early, Haier India strategically strengthened its unique Sport-O-Tainment marketing approach by partnering not only with major cricket tournaments like the TATA IPL 2023 and 2024,      ICC Men’s Cricket World Cup 2023 and 2024, and Champions Trophy in 2025 but also with prominent tennis tournaments such as Roland-Garros, ATP, US Open, French Open, and Wimbledon. By expanding its associations across diverse sporting events, Haier has successfully connected with millions of sports enthusiasts worldwide — a distinctive strategy that sets the brand apart in the consumer durables industry.

ABOUT HAIER INDIA

Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 16 consecutive years. Driven by the brand purpose of ‘More Creation, More Possibilities', Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands.

ABOUT HAIER GROUP

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of "More Creation, More Possibilities", we are committed to co-create infinite possibilities for a better life with users, and to co-create infinite possibilities for industrial development with the ecosystem partners.

We've always been user centered, adhered to original technology and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers, 71 research institutes, 35 industrial parks, 143 manufacturing centers and a sales network of 230,000 nodes around the world. We are the world's only IoT Ecosystem Brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 5 consecutive years. We also retain the top position in Euromonitor's Global Major Appliances Brand for 16 consecutive years.

We have four listed companies, and our subsidiary Haier Smart Home is named among the Fortune's Global 500 and World's Most Admired Companies. Haier Smart Home was listed on Shanghai Stock Exchange A-share in 1993, CEINEX D-share in Frankfurt in 2018 and Hong Kong Stock Exchange H-share in 2020, is the only company that has achieved an "A+D+H" portfolio in global capital market. We have several global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, etc., to continuously create the best experience for our users.

We believe: More collaboration will happen when more boundaries are broken, and more valuable relationships are established. Only then will the future of the world be filled with infinite wonderful possibilities. 

Media Contact

Ayushi Srivastava: ayushi.srivastava@haierindia.com

Anweshan Bose: anweshan.bose@2020msl.com | +91 9051858814