This local initiative is part of Haier’s expansive global partnership with PSG, which saw dazzling displays on landmark outdoor screens across major cities worldwide on December 31, 2025. The campaign celebrates the shared values of excellence, innovation, and leadership that unite Haier with one of football’s most decorated clubs.

Haier officially joined forces with Paris Saint-Germain in September 2025 through a multi-year agreement lasting until 2028. This collaboration aims to infuse the passion of football into everyday life, merging PSG’s champion spirit with Haier’s advanced smart home solutions and commitment to user-driven innovation.

The New Year TV spot on EDSA not only spreads festive cheer, but also embodies the champion mindset that resonates with Filipino fans, reflecting football’s growing popularity in the Philippines.

Haier’s approach mirrors the drive for excellence displayed on the football pitch. By designing products that revolve around customer needs—and powered by cutting-edge technology—Haier delivers proven solutions for daily living. The brand’s global localization strategy ensures that its offerings are tailored to suit the unique lifestyles of consumers in diverse markets, including the Philippines.

Through impactful outdoor advertising, dynamic digital campaigns, and high-profile sports partnerships, Haier continues to build meaningful connections with customers worldwide. As 2026 dawns, Haier is steadfast in its commitment to delivering first-rate experiences through innovation and shared values, bringing inspiration from the world stage closer to Filipino homes.

By taking center stage on a major EDSA billboard, Haier’s New Year campaign bridges global football excitement with everyday Filipino life. This activation perfectly captures Haier’s dedication to smart and user-focused solutions designed to make modern living simpler and more enjoyable—from energy-efficient appliances to interconnected home technology.

With football’s popularity surging in the Philippines, Haier’s partnership with Paris Saint-Germain inspires cooperation, passion, and excellence—qualities the brand champions in households across the country as the new year begins.