Global visibility for televisions and home appliances
Technology has long been a key driver of Haier’s development, and it has held the world’s number one position among home appliance brands by sales volume for 17 consecutive years. As artificial intelligence becomes integrated into televisions and connected ecosystems, the brand is banking on sport to anchor its innovations in everyday life. Guy-Laurent Epstein, co-managing director of UC3, welcomes this: “Its international presence, its capacity for innovation and its desire to create experiences ever more adapted to users’ needs make Haier the ideal partner for this competition.”
A proven sports marketing strategy
For more than two decades, Haier has built up a portfolio of sports partnerships including top clubs (such as Paris Saint-Germain and Liverpool FC) and major international tournaments (Roland-Garros, Australian Open). By now combining the passion of European football with its connected solutions, Haier aims to create experiences that go beyond the stadium to become directly integrated into users’ living rooms.
This exclusive partnership between Haier and UEFA will officially take effect from 1 July 2027 and run until 30 June 2031.
To find our detailed news on the technologies, trends or references mentioned in this review of the 2026 IFA trade show in Berlin, click on the following link: IFA 2026, discover all the new products live from Berlin Picture
IFA 26 > Haier (TV, appliances) becomes global partner of the UEFA Champions League
10.09.2026 • 16h03
On the occasion of the IFA trade show in Berlin 2026, Haier, a global giant in home appliances and consumer electronics, officially announced a major strategic partnership with UEFA. Already a partner of PSG and Roland-Garros, the brand is also becoming a global partner of the prestigious Champions League for a period of four years, covering the 2027/2028 to 2030/2031 seasons.
Unveiled at the 2026 IFA trade show in Berlin, this new collaboration illustrates Haier’s shift from being a world-renowned home appliances company to a brand seeking to forge closer ties with European consumers first, then global consumers. This four-year agreement grants Haier worldwide exclusive rights in the categories of home appliances, televisions and commercial display screens for various UEFA club competitions. In addition to the Champions League, this includes the UEFA Super Cup, the Youth League finals and the futsal Champions League finals.
Bringing technology closer to the passion for sport
Beyond a simple commercial sponsorship, this partnership marks a decisive step in the brand strategy implemented by the manufacturer. “The UEFA Champions League brings together millions of fans from around the world around a common goal: excellence,” says Wang Meiyan, Vice President and Chief Brand Officer of the Haier Group. As part of this collaboration, we want to bring passion and the spirit of competition into consumers’ daily lives, opening the way to new opportunities through smart technologies.”
Global visibility for televisions and home appliances
Technology has long been a key driver of Haier’s development, and it has held the world’s number one position among home appliance brands by sales volume for 17 consecutive years. As artificial intelligence becomes integrated into televisions and connected ecosystems, the brand is banking on sport to anchor its innovations in everyday life. Guy-Laurent Epstein, co-managing director of UC3, welcomes this: “Its international presence, its capacity for innovation and its desire to create experiences ever more adapted to users’ needs make Haier the ideal partner for this competition.”
A proven sports marketing strategy
For more than two decades, Haier has built up a portfolio of sports partnerships including top clubs (such as Paris Saint-Germain and Liverpool FC) and major international tournaments (Roland-Garros, Australian Open). By now combining the passion of European football with its connected solutions, Haier aims to create experiences that go beyond the stadium to become directly integrated into users’ living rooms.
This exclusive partnership between Haier and UEFA will officially take effect from 1 July 2027 and run until 30 June 2031.
To find our detailed news on the technologies, trends or references mentioned in this review of the 2026 IFA trade show in Berlin, click on the following link: IFA 2026, discover all the new products live from Berlin
Global visibility for televisions and home appliances
Technology has long been a key driver of Haier’s development, and it has held the world’s number one position among home appliance brands by sales volume for 17 consecutive years. As artificial intelligence becomes integrated into televisions and connected ecosystems, the brand is banking on sport to anchor its innovations in everyday life. Guy-Laurent Epstein, co-managing director of UC3, welcomes this: “Its international presence, its capacity for innovation and its desire to create experiences ever more adapted to users’ needs make Haier the ideal partner for this competition.”
A proven sports marketing strategy
For more than two decades, Haier has built up a portfolio of sports partnerships including top clubs (such as Paris Saint-Germain and Liverpool FC) and major international tournaments (Roland-Garros, Australian Open). By now combining the passion of European football with its connected solutions, Haier aims to create experiences that go beyond the stadium to become directly integrated into users’ living rooms.
This exclusive partnership between Haier and UEFA will officially take effect from 1 July 2027 and run until 30 June 2031.
To find our detailed news on the technologies, trends or references mentioned in this review of the 2026 IFA trade show in Berlin, click on the following link: IFA 2026, discover all the new products live from Berlin 