Hisense Expands Its Long-Term Partnership with UEFA for EURO 2028

Hisense Extends Collaborations with UEFA for EURO 2028

In a significant announcement made at IFA 2026, Hisense, a globally recognized leader in consumer electronics and home appliances, disclosed its plans to continue its partnership with UEFA as an official sponsor of UEFA EURO 2028. This renewal signifies the fourth consecutive time that Hisense has sponsored the European Championship, affirming its commitment to the sport and its fans.

Hisense's journey in football began with UEFA EURO 2016 and has since spanned consecutive tournaments, including the FIFA World Cups in 2018, 2022, and the upcoming 2026 event. Each competition has not only heightened Hisense's visibility but has also deepened its connection with football enthusiasts around the world. Catherine Fang, Vice President of Hisense Group, stated, "Great partnerships are built over time, and our relationship with UEFA reflects this philosophy. As the first Chinese sponsor of UEFA EURO, we have evolved beyond mere brand sponsorship to becoming the technological partner for UEFA’s screens, following progress hand in hand. Through cutting-edge technology and immersive experiences, we bring fans closer to the excitement of football. Looking ahead, we are eager to write the next chapter alongside UEFA, creating even more memorable moments for fans across the globe."

Further emphasizing this longstanding relationship, UEFA's marketing director Guy-Laurent Epstein expressed excitement about the continued collaboration: "We are thrilled to continue our partnership with Hisense for UEFA EURO 2028. Their unwavering commitment to European football over four consecutive EUROs showcases the strength of our relationship and our shared ambition to create memorable experiences for fans. We look forward to working together to ensure that the upcoming EURO will be unforgettable."

At IFA 2026, visitors to the Hisense booth will have the opportunity to engage with a dedicated activation area for UEFA EURO 2028. This interactive zone will feature a football challenge with goal-tracking technology and automatically generated photos for attendees to share. This activation aligns with Hisense's vision of 'Innovating for a Better Life,' utilizing technology to make moments that connect people more engaging and memorable.

About Hisense

Founded in 1969, Hisense is a renowned global leader in home appliances and consumer electronics, operating in over 180 countries. The brand specializes in high-quality multimedia products, household appliances, and smart computing solutions. According to Omdia, Hisense ranks first in the global market for televisions measuring 100 inches or larger (2023-2026T1). As a pioneer in RGB MiniLED technology, the company continues to lead innovation in this next-gen technology. Committed to global sporting partnerships, Hisense is also the official sponsor of the FIFA World Cup 2026™, connecting with audiences worldwide.

About UEFA

UEFA is the governing body of European football, functioning as a non-profit organization that supports and ensures the growth of the world’s most popular sport through its 55 member associations. Committed to the development of professional male and female football, as well as grassroots initiatives, UEFA invests 97.5% of its income back into football-related activities, projects, and initiatives to foster ongoing growth.