Hisense Extends Long-Term Partnership with UEFA for EURO 2028

In a significant announcement at the IFA 2026 event held in Berlin, Hisense, a renowned global brand in consumer electronics and appliances, confirmed its ongoing partnership with UEFA as the official sponsor for the UEFA EURO 2028, marking the fourth consecutive European Championship supported by the company. This collaboration highlights Hisense's longstanding commitment to the world of football and sports, having been involved since the UEFA EURO 2016.

A Growing Journey in Football

Hisense's journey into the footballing world has been one of evolution, expanding its sponsorship from the UEFA EURO tournaments to also include FIFA World Cups in 2018, 2022, and 2026. The announcement at IFA only emphasizes that for them, the final whistle is not the end but rather a new chapter in their commitment to enhancing the sporting experience for fans globally.

Catherine Fang, Vice President of Hisense Group, articulated the significance of their partnership: "Quality partnerships build over time, and our collaboration with UEFA perfectly exemplifies this belief. As the first Chinese sponsor of UEFA EURO, we have moved beyond mere branding sponsorships into a dedicated partnership with UEFA for display technologies. As we have evolved together, our advanced technology and immersive experiences have enabled fans to fully embrace the passion of football. We eagerly anticipate writing the next chapter alongside UEFA to create even more unforgettable moments for supporters worldwide".

Commitment to Fans

Guy-Laurent Epstein, UEFA’s Marketing Director, echoed the sentiment, stating, "We are excited to continue our partnership with Hisense for UEFA EURO 2028. Their unwavering commitment to European football, showcased over four consecutive editions of the EURO, speaks volumes about the strength of our partnership and our shared ambition to deliver unforgettable moments for fans. We look forward to working together to make this upcoming EURO an extraordinary event".

At the IFA 2026, visitors can engage with a dedicated UEFA EURO 2028 space within the Hisense booth featuring a football challenge that tracks goals and generates automatic shareable photos. This initiative ties into Hisense’s latest innovations and reflects its vision of "Innovating a Brighter Life", leveraging technology to make shared moments more captivating and memorable.

About Hisense

Founded in 1969, Hisense is a leading global brand in the consumer electronics and appliances sector, active in over 180 countries. The company is recognized for its high-quality multimedia products, efficient appliances, and smart IT solutions. According to Omdia, Hisense ranks number one globally in the segment of televisions 100 inches and larger, with its RGB MiniLED technology setting the pace for next-generation innovation. As the official sponsor of the FIFA World Cup 2026, Hisense is committed to fostering global sports partnerships that bring its brand closer to audiences worldwide.

About UEFA

UEFA (Union of European Football Associations) governs European football and is a non-profit organization dedicated to ensuring that the world's most popular sport thrives across all levels within its 55 member associations. UEFA reinvests 97.5% of its revenue into football-related activities, projects, and initiatives, ensuring the continued development of men's and women's professional football, youth, amateur football, and futsal.