Haier Partners with Physical Education Department to Launch DPE x Haier CUP 2026 Youth Football Tournament, Sending Seven Players to Liverpool
Haier and Thailand's Physical Education Department launched the DPE x Haier CUP 2026, the country's first official under-16 youth football tournament, as part of the appliance brand's expansion into sports and youth development.
Haier (Thailand), the world's top-ranked smart home appliances and electrical brand for 17 consecutive years, is pushing forward with its Smart Home to Smart Life strategy through the power of sports. The company has announced a partnership with the Physical Education Department to launch 'DPE x Haier CUP 2026,' marking Thailand's first official youth football competition for players under 16 years old. This initiative aims to create an opportunity platform for Thai youth to demonstrate their potential and spark inspiration toward future sports careers, reinforcing Haier's vision of transitioning to an AI Lifestyle Brand that seamlessly integrates technology into every dimension of life—health, lifestyle, and positive community engagement.
Mr. Dong Zhian Ping, Chairman of Haier Electrical Appliances (Thailand) Co., Ltd., stated: "Today's consumers increasingly value 'smartness' across multiple dimensions—not just technology, but also lifestyle, mindset, and living practices that reflect health and long-term quality of life. Sports has become increasingly important to younger generations, extending beyond competition to encompassing health, community, and life inspiration. This philosophy aligns perfectly with Haier's direction of expanding from Smart Home to Smart Life, creating smart experiences across multiple consumer dimensions. This is evident in Haier's various sports initiatives, including the Haier Run mini-marathon, Haier Cup badminton tournaments, sponsorship of major tennis events like the Australian Open and French Open, and official partnerships with world-class football clubs Liverpool and Paris Saint-Germain. These efforts not only provide Thai youth opportunities to develop their potential and compete at higher levels but also demonstrate Haier's commitment to building a sustainable sports ecosystem in Thailand."
Building on this success, Haier is expanding its sports ecosystem into football this year, a globally popular sport with significant appeal to younger audiences. Current global sports trends show football transitioning from a competition sport into a lifestyle platform connecting health, entertainment, and community. The 'DPE x Haier CUP 2026' youth and public football competition for players under 16 represents a significant step in providing Thai youth with opportunities to showcase their talents while promoting active lifestyles and growing Thailand's sports community.
Mongkol Wimalrat, Director-General of the Physical Education Department, stated: "The Physical Education Department prioritizes continuous youth sports development by creating sports opportunities accessible to young people nationwide, promoting sports as part of developing potential, quality of life, and essential skills for new generations—including discipline, responsibility, teamwork, and constructive use of leisure time. Football, being highly popular and significant in creating positive energy while connecting young people to society and sports communities, makes this partnership with Haier (Thailand) exemplary of public-private collaboration in building a tangible sports ecosystem. Together, we create a platform for Thai youth to develop skills and demonstrate their potential."
