Beyond the Game: Meet the Sport Legends with Haier

Some sporting moments last only seconds, but the memories they create can stay with us for a lifetime. 

At IFA 2026, Haier brings the energy and emotion of the world's greatest sporting stages to Berlin with two days of live conversations and special experiences featuring some of football and tennis's most celebrated names. 

The programme reflects Haier's global sports strategy, Play with the Number Ones, built around partnerships with leading clubs, tournaments and athletes who share the brand's commitment to excellence, innovation and meaningful human connections. 

From football's global partnerships to some of the world's most prestigious tennis tournaments, Haier sees sport as a universal language: one that brings people together, inspires new possibilities and transforms shared passion into unique experiences. 

Visitors will hear personal stories from the highest levels of international sport, explore what lies behind outstanding performance and discover how sport connects with entertainment, wellbeing and everyday life. 

The complete agenda: 

BEYOND THE GAME: HOW SPORTS, ENTERTAINMENT AND BRANDS CREATE UNFORGETTABLE FAN EXPERIENCES 

What turns an event into a moment that fans remember? A conversation exploring the relationship between sport, entertainment, brands and communities, featuring: Esteban Cambiasso, former international football player; Christian Overduin, Global Partnerships Manager at 433; Ainhoa Pérez, football reporter for DAZN Spain; Natalia Sellibara, Head of SDA, Robot and TV at Haier Europe; and Francesca Tognoni, Senior Brands & Sponsorship Manager at Haier Europe. 

A CONVERSATION WITH HAIER AND PARIS SAINT-GERMAIN LEGEND JAY-JAY OKOCHA 

A live conversation with one of football's most creative and entertaining players, PSG legend Jay-Jay Okocha, exploring the memories, emotions and personal experiences behind an extraordinary career. Moderated by Claudia Bechstein and with Francesca Tognoni, Senior Brands & Sponsorship Manager at Haier Europe. 

A CONVERSATION WITH HAIER AND LIVERPOOL FC LEGEND STEVE MCMANAMAN 

Liverpool FC legend Steve McManaman shares stories from his career and reflects on the passion, ambition and connections that make football much more than a game. Moderated by Claudia Bechstein and with Francesca Tognoni, Senior Brands & Sponsorship Manager at Haier Europe. 

LIVING BETTER: THE EVERYDAY FOUNDATIONS OF WELLNESS 

Outstanding performance does not begin on the pitch or the court. It starts with the choices, routines and habits that shape everyday life. Join tennis legend Martina Hingis; former international football player and 433 founder Demy de Zeeuw; sports nutrition expert Dr Asker Jeukendrup and Francesca Tognoni, Senior Brands & Sponsorship Manager at Haier Europe, for a conversation about wellbeing, nutrition and the foundations of long-term performance. 

Live Cooking Show 

After the panel, Martina Hingis and Dr Asker Jeukendrup will join Haier Chef Ambassador Tommaso Arrigoni for a live cooking experience bringing together food, wellbeing and sporting performance. 

PRESERVATION: WHERE GREAT PERFORMANCE BEGINS 

The quality of every performance depends on how carefully its foundations are protected. Football legend Luca Toni joins Alberto Ongini, Cooling Commercial Director at Haier Europe, to explore the importance of preservation, preparation and attention to detail, from professional sport to everyday life. 

Live Cooking Show 

Haier Chef Ambassador Tommaso Arrigoni takes the stage with football legend Luca Toni and content creator Janka Alwon for a live experience combining cooking, conversation and entertainment.