Haier Appliances India, which has been recognized as the number one global major appliances brand for 16 consecutive years, is expanding its presence into India’s e-sports sector with the launch of its first e-gaming tournament, the ‘Haier G-League’.
This event is powered by Haier’s QD Mini LED TV range. The initiative aims to connect with India’s Gen Z and millennial demographics by engaging with the gaming community, positioning Haier at the intersection of entertainment and home technology.
The tournament offers a grand prize pool of INR 1 Million for the winners. Haier states this prize reflects its commitment to acknowledging talent and competitive spirit, as well as redefining entertainment experiences in India. Through the G-League, Haier intends to establish a distinct presence within the gaming ecosystem and reinforce its focus on innovation and immersive viewing.
Strategic Brand Engagement and Technology Integration
The G-League is presented as a novel brand engagement strategy for a consumer durables brand in India. A central element of this initiative is Haier’s QD Mini LED TV Series.
This partnership is noted as aligning with Haier’s strategy of fostering connections through high-performance technology that suits evolving entertainment preferences.
Tournament Details and Broadcast
Haier India’s first e-sports event, the “Haier G-League” Tournament, features over 8,000 players forming 2,048 teams competing in the game Battlegrounds Mobile India (BGMI). Registrations commenced on June 24, 2025, on Haier India’s official website. Preliminary rounds began on July 4, 2025.
The main event is scheduled to start on July 10, 2025, with top teams participating in a knockout format. The champion will be crowned on July 20, 2025. The entire 11-day tournament will be streamed live on Haier India’s official YouTube channel.
This expansion into e-sports builds on Haier’s “Sport-O-Tainment” strategy, which has included roles as a Digital Streaming Partner for JioHotstar during the Indian T20 League and Title Sponsor of Match Centre Live on JioHotstar for the ICC Men’s Champions Trophy 2025.
Commenting on the announcement, NS Satish, President, Haier Appliances India, said:
At Haier, we’ve always believed in leading through cultural insight and consumer relevance. The G-League is more than just our entry into e-sports, it’s a reflection of how we see the future of brand engagement evolving in India. Today’s audiences value connection, experience, and authenticity. By supporting a space as dynamic and influential as gaming, we are strategically focusing on engaging Gen Z and millennial audiences, a generation that is not only shaping the future of entertainment but also redefining the market landscape. This initiative is a step toward making Haier not just a part of homes, but a part of emerging culture.