As first predicted in July, Haier America has become a long-term partner for the planned Barclays Center in Brooklyn in a multi-million dollar deal.

The Barclays Center will be the new home of the New Jersey Nets when the franchise relocates to Brooklyn. Haier will join a number of other 'founding partners' at the new arena. Those deals, worth over US$100 million collectively, are with the likes of Anheuser-Busch, Cushman & Wakefield, Emblem Health and Phillips-Van Heusen.

"We are proud to become partners with Haier America and to help expand its brand identity in Brooklyn and throughout New York City," said Brett Yormark, president and CEO of Brooklyn Sports & Entertainment. 

"Haier's commitment demonstrates its enthusiasm about the Barclays Center, the entire Atlantic Yards development, and in bringing major professional sports and entertainment to Brooklyn. This announcement is another example that the marketplace continues to express excitement about the Barclays Center and the significant resurgence of the borough."

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A range of Haier appliances will be featured exclusively in luxury suites and other areas of the arena, and Haier will receive marketing exclusivity in the home appliance and portable media device categories with both the Barclays Center and the Nets. 

Haier America is the sales and marketing arm of the Americas for the multinational Haier Group, the world's largest white goods brand.