Haley Champ is the flamboyant and wealthy leader of Team Champ, a rival Zoid team introduced early in the Zoids/ZERO series. He is instantly recognizable for his grandiose personality and his catchphrase declaring himself a man born to be king. As a wealthy heir, he uses his substantial financial resources to create a highly customized and powerful Zoid, the Dark Horn Harry Champ Special, which features a gold-plated finish, immense firepower, and high-mobility booster units that allow it to keep pace with much faster Zoids like the Liger Zero. Despite his aristocratic and boastful demeanor, Haley is distinguished from the typical "wealthy rival" archetype by his genuine passion for Zoids and considerable piloting skill, which is acknowledged even by other talented fighters. He is capable of performing complex combat maneuvers, such as attacking while pursuing an opponent, though the extreme modifications to his Zoid can push its frame to its limits.

In the story, Haley's primary motivation is a combination of proving his status as a champion and winning the affection of Linon, a member of the protagonist team Team Blitz. He misinterprets the relationship between Linon and the main character, Bit, which ignites a strong rivalry and leads to a direct battle between them. In this context, Linon deliberately provokes Haley's jealousy to instigate the fight, showcasing how his easily swayed emotions can be used by others. His key relationships are defined by his infatuation with Linon, his competitive animosity toward Bit, and his two robot butlers, Benjamin and Sebastian, whose presence further accentuates his over-the-top lifestyle. While he initially appears as an antagonist, he is portrayed as an endearing and memorable character whose skills make him a credible threat, even if his overconfidence and the strain on his Zoid can lead to his defeat. His role highlights the series' emphasis on colorful, larger-than-life personalities.