Haier Appliances India is continuing to develop its “Sport-o-Tainment” marketing approach through new collaborations. The company has announced a partnership with the Gujarat Titans, becoming the team’s Official Electronics Partner for the Indian T20 League 2025 season, which is currently underway.
This collaboration is presented as a step in Haier’s effort to connect with the cricket audience in India. The selection of Gujarat Titans is described as aligning with Haier’s stated values of innovation, performance, and customer focus, noting the team’s performance and increasing popularity.
The announcement characterizes both Haier and the Gujarat Titans as embodying a “challenger spirit” and appealing to younger audiences. Haier’s perspective on this partnership is that it complements its objective of engaging with India’s sporting and cultural landscape.
The company positions this association as reinforcing its “Sport-o-Tainment” strategy, aiming to connect the brand with a prominent sporting event in India.
Haier highlights its operational approach, described as having a “startup mindset” and being “growth-driven,” emphasizing agility and bold thinking, which it aligns with the energy of the Indian T20 League. The partnership is intended to increase brand visibility, facilitate engagement, and connect with consumers who are active digitally.
The collaboration is also described as reflecting Haier’s strategic goal of expanding its presence in India by remaining culturally relevant and connected to consumer aspirations.
It is presented as a way to engage with a younger demographic that is influencing modern homes. Haier’s approach of integrating technology, entertainment, and sport is framed as an effort to build a forward-looking brand that aligns with the aspirations of future consumers in India.
Commenting on the new association, NS Satish, President at Haier Appliances India, said:
At Haier India, we are constantly seeking powerful platforms that enable us to connect with consumers in more meaningful and culturally relevant ways. Cricket — and especially the Indian T20 League — presents a unique opportunity to engage deeply with millions of passionate fans across the country. Our partnership with Gujarat Titans, a young team that mirrors our challenger mindset, bold outlook, and growth ambition, is a natural fit. Both brands share a deep commitment to performance, innovation, and connecting with new-age audiences. As we step into the Indian T20 League 2025 season as the Digital Streaming Sponsor on JioHotstar, we’re confident this new collaboration will not only amplify our brand presence but also help us build stronger bonds with next-gen Indian consumers. We wish the Gujarat Titans all the very best for a thrilling season ahead.