Haier Appliances India has announced its continuation of its digital streaming partnership with JioHotstar for the 2025 TATA Indian Premier League (IPL). This marks the third consecutive year of this collaboration. The company is pursuing a marketing strategy focused on sports engagement.
Haier’s approach, termed “Sport-O-Tainment,” aims to connect with a younger, sports-oriented demographic. This strategy involves integrating sports viewership with entertainment experiences. The partnership with the 2025 IPL follows a similar collaboration with the ICC Men’s Champions Trophy 2025.
The company’s investment in digital sports streaming is positioned as a means of building consumer connections and increasing brand visibility within the Indian market.
Haier India’s focus on this sector is noted as a relatively uncommon approach among consumer durables brands. The continued partnership with JioHotstar is presented as a reinforcement of the “Sport-O-Tainment” strategy, aiming to establish emotional connections with cricket fans.
The company’s participation in the 2024 IPL season is cited as having resulted in increased brand visibility and consumer engagement. Haier India anticipates further growth in audience engagement and impact from the 2025 collaboration.
Commenting on the partnership, 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.