Haier Partners with UEFA Champions League to Elevate Global Brand Engagement

Haier Partners with UEFA Champions League

In a significant move that showcases its commitment to global brand development, Haier, the leading name in home appliances, has announced a global partnership with UC3, making it an official partner of the UEFA Champions League from the 2027/28 season through the 2030/31 season. This partnership, running from July 1, 2027, to June 30, 2031, grants Haier exclusive global rights in the categories of home appliances, televisions, and commercial displays across various UEFA club competitions, including the prestigious Champions League.

What sets this partnership apart is that it transcends conventional commercial sponsorship. It marks a strategic transition for Haier from being a globally recognized manufacturer to fostering deeper connections with consumers worldwide. According to Wang Meiyan, Vice President and Head of Branding at Haier Group, "This partnership represents a key milestone in Haier's global brand strategy. The UEFA Champions League brings together millions of fans worldwide through its pursuit of excellence. Our aim is to infuse the passion and spirit of champions into consumers' everyday lives and create new possibilities through smart technology."

Welcoming Haier among its new global partners, Guy-Laurent Epstein, Executive Director of UC3, emphasizes the alignment of Haier’s international presence and innovative capabilities with UEFA’s ambitions for creating more relevant fan experiences. He stated, "Together, we aim to explore new opportunities for engaging fans worldwide and bringing them closer to our competitions, celebrating the emotions, exceptional performances, and sense of community that make European football unique."

A Legacy of Growth and Innovation

Since its international market entry in 1991, Haier has consistently positioned itself as a pioneer among Chinese companies pursuing global expansion by building its own brands instead of relying solely on exporting products. Over the decades, Haier has cultivated a strong local presence in over 200 countries and regions, leading more than 30 markets. This global infrastructure boasts 10 research and development centers, 35 industrial parks, and 173 manufacturing locations worldwide. By combining global capabilities with local insights, Haier tailors products, solutions, and experiences to meet the diverse needs of consumers.

Over the past 17 years, Haier has ranked number one globally in the large home appliance retail sales volume and has maintained a spot in the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years. These achievements solidify Haier's intent to strengthen its presence in premium markets while developing brands, products, and solutions that respond to evolving consumer expectations, ultimately paving the way for smart living solutions.

Bridging Technology and Sporting Culture

Technology has long been a key driver of Haier's global growth. With the increasing integration of artificial intelligence into products and interconnected home ecosystems, Haier is extending its focus from individual product innovation to comprehensive home experience integration. The nexus of technological advancement and the cultural significance of sports creates a robust platform for deeper consumer connections. For over two decades, Haier has built a global portfolio of sports partnerships, engaging with elite football clubs like Paris Saint-Germain and FC Liverpool, as well as renowned international sporting events such as the Australian Open and Roland Garros.

Over the years, Haier’s sports marketing strategy has evolved from merely building brand visibility to cultivating deeper consumer relationships through global sports partnerships and localized market experiences. The partnership with UEFA club competitions, including the Champions League, UEFA Super Cup, and Junior League finals, represents another step forward. By merging the passion of elite football with the possibilities of smart living, Haier aims to create experiences that transcend stadium boundaries and become integral to consumers' everyday lives.

Introduced at the IFA 2026 in Berlin, a leading event for consumer electronics and home appliances, this partnership underscores Haier’s dedication to enhancing global consumer connections. Together with the UEFA Champions League, Haier seeks to merge the spirit of champions with smart living, crafting new experiences for consumers and fans worldwide.

About Haier

Founded in 1984, Haier Group is a global leader in providing solutions for better living and digital transformation, driven by its mission of "more creativity, more options." The company has established a network of 10 research and development centers, 35 industrial parks, and 173 manufacturing sites, achieving global revenue of $59.8 billion in 2025. Haier has ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years, and has held the number one position in the Euromonitor International global ranking of large home appliance brands for 17 years.

About UC3

UC3 unites UEFA's European football federation and the European Football Clubs organization, which represents over 800 leading European clubs, under a new vision for managing commercial rights in UEFA club competitions. This commercial entity is responsible for generating revenues from those competitions and adding value for its partners, overseeing the management, sales, and provision of all commercial rights, including media, sponsorship, and licensing for elite men's and women's UEFA club competitions.