Haier Appliances India has announced its return as the Digital Streaming Partner for the TATA Indian Premier League (IPL) 2025, marking its third consecutive year of collaboration with JioHotstar. This partnership is part of Haier’s strategic focus on sports marketing, aiming to engage young and sports-savvy audiences through its innovative Sport-O-Tainment strategy.

With the IPL running from March 22 to May 25, 2025, Haier is capitalizing on the massive viewership and cultural significance of cricket in India. The company’s commitment to sports marketing has been evident through its previous partnerships, including a successful collaboration with the ICC Men’s Champions Trophy 2025.

NS Satish, President of Haier Appliances India, expressed enthusiasm about the partnership, stating, “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.” He emphasized that cricket transcends sport, becoming a cherished part of Indian culture and celebrations.

Haier’s strategy focuses on connecting with young audiences and premium consumers by leveraging the IPL’s extensive reach. The partnership with JioHotstar allows Haier to enhance brand visibility and foster deeper emotional connections with cricket fans across the country. “IPL presents an unparalleled platform to engage with young audiences, premium consumers, and Indian households alike,” Satish added.

The company aims to utilize this collaboration to expand its consumer reach significantly while reinforcing its brand identity in the competitive consumer durables market. The IPL’s massive audience provides an ideal backdrop for Haier to showcase its products and engage with potential customers.

This partnership reflects a growing trend among consumer durables brands to invest in sports sponsorships as a means of enhancing brand visibility and consumer engagement. By aligning itself with one of India’s most celebrated sporting events, Haier is positioning itself strategically within the marketplace.

The IPL is projected to generate substantial advertising revenue, making it a lucrative opportunity for brands like Haier. With increasing digital viewership—estimated at over 550-600 million in 2024—companies are keen to capitalize on this trend by engaging audiences through innovative marketing strategies.

Haier’s continued partnership with JioHotstar for IPL 2025 underscores its commitment to integrating sports into its marketing approach. As cricket remains a beloved sport in India, this collaboration offers Haier an opportunity to strengthen its brand presence while connecting meaningfully with consumers. With the IPL season underway, all eyes will be on how this partnership unfolds and impacts both Haier’s brand visibility and audience engagement.

Key Highlights:

• Haier Appliances India partners with JioHotstar as Digital Streaming Partner for IPL 2025.
• This marks Haier’s third consecutive year collaborating with JioHotstar.
• The partnership aims to engage young audiences through Haier’s Sport-O-Tainment strategy.
• NS Satish emphasizes cricket’s cultural significance in connecting with consumers.