Haier Extends "Play with the Number Ones" Sports Strategy to Africa, Driving High-Quality Development in Egypt and Across the Continent Through Innovation and Deep Local Engagement
CAIRO, May 20, 2026 /PRNewswire/ -- Haier, the world's No. 1 major appliances brand for 17 consecutive years as ranked by Euromonitor International, has signed a four-year sponsorship agreement with Al Ahly FC, Egypt's most iconic and successful club in African football history with a record 12 CAF Champions League titles. Under the agreement, Haier will become the club's second main sponsor, with prominent branding rights including the placement of the Haier logo on Al Ahly's official first-team jersey. The partnership extends Haier's "Play with the Number Ones" global sports strategy into Africa for the first time.
"Our partnership with Al Ahly FC goes far beyond a sponsorship agreement. It is a collaboration between two leading institutions that share a legacy of success, ambition, innovation, and excellence," said Li Dapeng, General Manager of Haier MEA Region. "Al Ahly represents passion and inspiration for millions of fans across Egypt, Africa, and the Middle East, and we are proud to become part of this remarkable journey. Through this partnership, we aim to strengthen our connection with Egyptian consumers while bringing technology, sports, and smart living together under one shared vision."
Mahmoud El Khatib, president of Al Ahly FC, stated, "We are pleased to welcome Haier as one of Al Ahly's main sponsors in a partnership that reflects the club's continued ability to attract leading global brands. Haier is one of the world's most respected technology and home appliances companies, and we believe this collaboration will create significant value for both parties while supporting the club's ambitious future plans and enhancing the overall experience for Al Ahly fans."
The sponsorship aligns with Haier's ongoing expansion of manufacturing and commercial operations in Egypt. Haier Egypt Industrial Complex in 10th of Ramadan City is the company's first industrial complex in Africa, spanning over 200,000 square meters with a total investment of USD 185 million. Phase one, covering air conditioners, televisions, and washing machines, has reached a production capacity exceeding 900,000 units. A second phase focused on refrigeration, broke ground in September 2024 and is expected to launch by the end of 2026. Haier also made history as the first Chinese company in Egypt to be awarded the Golden License, positioning the company as a benchmark for international investors in the country.
Haier has achieved significant progress in the premium segment with products tailored to local needs. To cope with Egypt's intense heat, Haier has developed T3-condition compressors for stable operation at up to 53°C, inverter systems designed for the local power grid, and AI ECO models that reduce energy consumption by up to 60%. Driven by Haier, Egypt's air conditioner market is accelerating its shift toward inverter technology, with Haier holding a 35% market share in Egypt's inverter air conditioner segment. In 2024, Haier opened a brand service center in Nasr City, Cairo, offering full-category product experience and professional after-sales support. In 2026, Haier entered Massmart, South Africa's largest retail chain, further expanding its footprint across Africa.
Haier's "Play with the Number Ones" sports strategy partners the brand with leading clubs, federations, and international sporting events worldwide. In football, Haier recently announced partnerships with Liverpool FC and Paris Saint-Germain, and collaborates with LALIGA, Liga Portugal, and the Royal Moroccan Football Federation. The portfolio extends beyond football to include tennis through Roland-Garros in France and cricket across South Asia. Each partnership is designed to bring smart innovation closer to consumers through the shared language of sport.
On the sidelines of the signing ceremony, Haier unveiled its 2026 product lineup for the Egyptian market, showcasing its latest innovations across washing machines, cooling solutions, televisions, and commercial air conditioning systems.
For more information about Haier, please visit https://www.haier.com/eg/.
About Haier Group
Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions, with the purpose of "More Creation, More Possibilities." The company has established 10 R&D centers, 35 industrial parks, and 173 manufacturing centers, achieving a global revenue of USD 59.8 billion in 2025. Haier has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 8 consecutive years. Additionally, Haier has held the No. 1 position in Euromonitor Global Major Appliances Brand for 17 consecutive years. Haier has 8 listed companies, with its subsidiary Haier Smart Home named among the Fortune Global 500 and Fortune World's Most Admired Companies.
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Haier Signs Four-Year Sponsorship with Al Ahly FC, Becoming the Club's Second Main Sponsor
Haier Signs Four-Year Sponsorship with Al Ahly FC, Becoming the Club's Second Main Sponsor
Grab the air shipping vouchers every day at 12PM! The new AI shopping assistant is now available to power smarter living
KUALA LUMPUR, Malaysia, May 20, 2026 /PRNewswire/ -- Taobao Malaysia today announced the highly anticipated return of its 618 Mid-Year Sale, one of the platform's largest annual campaigns on par with the Double Eleven Day. Running from 21 May to 21 June 2026 on the Taobao app, the month-long shopping event will bring together attractive promotional deals, improved air shipping with delivery to key cities in as fast as five days, and new AI-powered features designed to enhance the overall shopping experience for Malaysian consumers.
Amid shifting global conditions and rising cost of living, along with the implementation of work-from-home policies, Malaysian consumers are increasingly adopting more rational and intentional spending habits. Rather than impulse buying during mega sales, consumers are now prioritising their purchases that deliver real value and improve their quality of life.
From home essentials that elevate the feel of a living space, kitchen tools that boost efficiency, comfortable athleisure wear, to compact office equipment that enhances focus, outdoor gear perfect for weekend getaways, and lifestyle items that support everyday wellbeing, consumers are no longer driven solely by what is "cheap", but by what offers true value. They are also thinking more deeply about what choices genuinely improve their quality of life.
For this year's campaign, Taobao Malaysia has curated a selection of trending stores and top-rated products, identified based on strong sales performance and positive reviews across both Malaysia and China. This aims to give consumers greater confidence in their purchase decisions while helping them discover quality products more easily.
"Malaysian consumers are not lacking in promotional campaigns, what they seek are trustworthy choices that genuinely suit their needs. Taobao understands that Malaysian users place great importance on product quality, seller reliability and user reviews. That is why for this mid-year sale, we have specially curated a selection of highly rated, practical, and aesthetically appealing stores and products, with the aim of helping users to shop with confidence and feel that every purchase is worthwhile. At the same time, we are integrating AI capabilities into the shopping experience, enabling users to discover more. Our goal is to deliver a better shopping experience, one that helps users quickly find what suits their needs while uncovering unexpected finds among millions of products," said Jess Lew, Country Head of Taobao Malaysia.
In response to evolving lifestyle needs driven by hybrid work arrangements and rising living costs, Malaysian consumers' needs surrounding home environments and fashion have also shifted. For home and living, there is growing demand for comfortable work-from-home setups, including ergonomic chairs, multifunctional furniture and coffee corners. In fashion and styling, as public transport commuting and hybrid work arrangements become a mainstream lifestyle, Malaysian consumers are placing greater emphasis on versatility in clothing, such as the increasingly popular "clean fit" urban casual trend, are gaining traction.
Throughout the campaign, Malaysians can enjoy platform-wide promotions up to 15% off, alongside new user perks of up to RM60, which include exclusive as low as RM1 deals on selected items, and claim first and second order shipping vouchers.
Key promotions of the 618 Mid-Year Sale campaign during 21 May to 21 June include, on first come first served basis:
- Taobao is increasing its investment in shipping subsidies, with users able to claim a RMB12 air shipping voucher with no minimum spend daily at 12pm. Deliveries to key cities via air shipping can arrive in as fast as five days.
- Users can enjoy free shipping when shopping through the RMB119 shopping channel, with the option to upgrade to air shipping with an additional cost.
- Users can also enjoy an instant RM68 discount with a minimum spend of RM340, or an instant RM30 discount with a minimum spend of RM300 on selected dates including 21 May, 30 May, 31 May, 18 June and 21 June.
- RM8 transaction fee waiver up for grabs.
- Users can also enjoy RM15 off with a minimum spend of RM150 using code TB618WOW
In addition, Taobao Malaysia has partnered with RHB Bank to offer RM35 off with a minimum spend of RM250 when shoppers pay with RHB cards 10 to 20 June. Cardholders can also participate in a Spend and Win contest running from 21 May to 21 June, where the top cumulative spenders will stand a chance to win one of two 2D1N (2-day, 1-night) stays at Park Hyatt worth over RM1,950, with views of Merdeka 118.
Pioneering a More Intelligent Shopping Experience with AI
Looking ahead, Taobao is also redefining the online shopping experience through the integration of Alibaba Group's Qwen AI into the platform. Currently, the new AI features are being progressively rolled out to Malaysian users on the Taobao app's Chinese-language interface. The new AI shopping assistant allows users to complete their entire shopping journey, from product discovery and comparison to checkout and after-sales support.
Among its standout features is "AI Try-On", which enables users to upload a photo of themselves and visualise how clothing items would look and fit with realistic detail. The tool also provides personalised styling recommendations based on users' preferences, shopping cart, and browsing behaviour, offering a more intuitive and tailored experience.
By combining compelling promotions, faster fulfilment and forward-looking AI capabilities, Taobao's 618 Mid-Year Sale reinforces its position as a key gateway for Malaysian consumers seeking both value and variety in cross-border e-commerce.
For full details on the 618 campaign and updates, follow Taobao Malaysia on Facebook, Instagram, and TikTok, or visit the app.
About Taobao Malaysia
Taobao Malaysia aims to facilitate convenient shopping on Taobao and Tmall for consumers in Malaysia. Through the Taobao app, Malaysian shoppers can access billions of products, complete with logistics, payment and other services and offers tailored to their individual market needs. Taobao Malaysia is part of Alibaba International Digital Commerce Group.
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Beat Rising Living Costs: Taobao 618 Mid-Year Sale Sparks Smarter Spending Trend
