IFA 26: an entertainment zone dedicated to Euro 2028
To celebrate this major announcement, visitors to the IFA 2026 trade fair can already discover a special entertainment zone at the brand's booth. This area dedicated to UEFA Euro 2028 offers an interactive football challenge coupled with automatic photo generation to share. An initiative that illustrates the manufacturer’s motto, Innovating a Brighter Life: using technological innovations to bring enthusiasts together and create ever more intense moments. Picture
IFA 26 > Hisense official partner of the UEFA Euro 2028
06.09.2026 • 11h40
On the occasion of the IFA trade show in Berlin 2026, Hisense formalized the extension of its historic partnership with UEFA. The consumer electronics giant thus becomes the official partner of UEFA Euro 2028, marking its fourth consecutive involvement in the famous European football championship.
The love story between Hisense and football continues. Initiated during UEFA Euro 2016, this collaboration with the world of football has only intensified, with the manufacturer since sponsoring successive editions of the European tournament, but also the Fifa World Cups in 2018, 2022 and 2026. For the brand, the goal is to rely on the most popular sport in the world to build its global reputation and bring the public closer to the action through its televisions.
Hisense and UEFA: from simple sponsor to technology partner
Catherine Fang, vice-president of the Hisense group, also underlines the evolution of this agreement over the last decade: “As the first Chinese sponsor of UEFA Euro, we have moved from simple brand sponsorship to a genuine technology partnership dedicated to display, progressing hand in hand with UEFA.” This enthusiasm is shared by Guy-Laurent Epstein, marketing director of the European organization, who welcomes this lasting commitment now covering four consecutive tournaments and demonstrating a shared ambition to offer memorable experiences to supporters.
IFA 26: an entertainment zone dedicated to Euro 2028
To celebrate this major announcement, visitors to the IFA 2026 trade fair can already discover a special entertainment zone at the brand's booth. This area dedicated to UEFA Euro 2028 offers an interactive football challenge coupled with automatic photo generation to share. An initiative that illustrates the manufacturer’s motto, Innovating a Brighter Life: using technological innovations to bring enthusiasts together and create ever more intense moments.
IFA 26: an entertainment zone dedicated to Euro 2028
To celebrate this major announcement, visitors to the IFA 2026 trade fair can already discover a special entertainment zone at the brand's booth. This area dedicated to UEFA Euro 2028 offers an interactive football challenge coupled with automatic photo generation to share. An initiative that illustrates the manufacturer’s motto, Innovating a Brighter Life: using technological innovations to bring enthusiasts together and create ever more intense moments. 