#None #Haier #UEFA Champions League #global partnership

Haier Forms Strategic Partnership with UEFA Champions League

In a groundbreaking move for brand visibility and fan engagement, Haier, recognized globally as a top-tier home appliance manufacturer, has entered into a strategic partnership with UC3, making it a Global Partner of the UEFA Champions League. This collaboration, effective from the 2027/28 season through the 2030/31 season, grants Haier exclusive worldwide rights in the home appliances, televisions, and commercial display screens categories across various UEFA club competitions. The announcement was made during the prestigious IFA 2026 in Berlin, where Haier also showcased its AI-powered living solutions.

Today, consumers expect brands to be more than just a label; they desire authentic connections and experiences that resonate with their lifestyle. Haier's partnership with the UEFA Champions League is a strategic progression that signifies the company’s commitment to involving fans in a meaningful way. Wang Meiyan, Haier's Vice President and Chief Brand Officer, emphasized that this partnership is more than a mere sponsorship; it reflects Haier's aim to integrate the spirit and energy of champions into the daily lives of consumers through innovative technologies.

The UEFA Champions League, which unites millions of football fans across the globe, provides Haier with a unique platform to expand its reach and engagement. Guy-Laurent Epstein, Co-Managing Director of UC3, expressed excitement about the new alliance, noting Haier's innovation and commitment to improving consumer experiences as key factors that make them an ideal match for the renowned football competition.

A Legacy of Global Engagement

Haier’s journey toward global recognition began back in 1991, positioning itself as a pioneer by prioritizing brand establishment instead of merely exporting products. Over the years, its presence has grown to encompass over 200 countries, securing a significant foothold in more than 30 of these markets. This rapid expansion is underpinned by Haier's substantial investment in research and development, boasting 10 R&D centers, 35 industrial parks, and 173 manufacturing facilities across the globe. This structure allows the company to tailor products and experiences to meet localized consumer needs while enhancing its overall global footprint.

For 17 years running, Haier has proudly held the title of the world’s leading major appliance brand measured by retail volume. Furthermore, the company has secured its spot in the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years. Through these accolades, Haier continues to capitalize on premium market opportunities while actively responding to the growing demands of consumers expecting more from their interactions with brands.

Leveraging Technology through Sports

Technological innovation remains at the core of Haier's development strategy. As artificial intelligence (AI) becomes increasingly integrated within their product range, the company is moving towards creating holistic living experiences that extend beyond individual products and into intelligent home ecosystems. Technology and sports have always shared a compelling correlation, as they both drive excitement and emotional engagement among fans.

For over two decades, Haier has cultivated partnerships within the realm of sports, aligning with prestigious football clubs like Paris Saint-Germain and Liverpool FC, as well as engaging with major international sporting events like the Australian Open. This expansive portfolio has evolved from mere visibility to establishing profound consumer connections through sports marketing. The recent partnership with UEFA club competitions symbolizes the next step in this evolution, where Haier aims to blend the fervor of elite football with innovative and intelligent living experiences, creating a sustainable relationship that transcends the stadium.

With this strategic partnership, Haier is not just boosting brand awareness but is rather committed to enriching the everyday experiences of its consumers globally. As it embarks on this new chapter with UEFA, the brand seeks not only to promote its cutting-edge technology but also to forge lasting connections with fans worldwide. By bringing the thrill of the UEFA Champions League into homes, Haier aims to shape a new narrative of intelligent living intertwined with the passion for sports.

Conclusion

Haier's partnership with UEFA is poised to redefine consumer interaction with brands, utilizing sports as a backdrop to create vibrant and innovative experiences. Through this collaboration, the essence of champions will resonate within the daily lives of consumers, integrating their passion for sports seamlessly with the advancement of technology. As Haier continues to lead within the appliance industry, its commitment to enhancing the consumer experience remains unwavering. This partnership stands as a testament to Haier's vision of blending excellence, innovation, and culture—a true collaboration for the champions of tomorrow.