#Germany #Hisense #Berlin #Display Technology #UEFA EURO 2028

Hisense Strengthens Commitment to UEFA for EURO 2028

In an exciting announcement during the IFA 2026 event, Hisense, a prominent name in consumer electronics and home appliances, revealed that it will retain its partnership with UEFA as an official partner for the UEFA EURO 2028. This continued collaboration signifies Hisense's dedication to the world of football, as this marks their fourth successive UEFA European Championship.

Hisense's journey in football sponsorship began with the UEFA EURO 2016 and has evolved through various UEFA tournaments, culminating in their sponsorship of the FIFA World Cups in 2018, 2022, and soon, 2026. Rather than concluding its participation with the final whistle, Hisense views this next phase as the beginning of another chapter in its football narrative.

Catherine Fang, Vice President of Hisense Group and President of Hisense Global Commercial Center, expressed, “Great partnerships develop over time, and our work with UEFA embodies this belief. As the first Chinese sponsor of the UEFA EURO, we have advanced beyond mere brand sponsorship into a dedicated partnership with UEFA, particularly in the realm of display technology. We are moving forward hand-in-hand, bringing the magic of football closer to audiences through cutting-edge technology and immersive experiences. Looking ahead, we are eager to collaborate with UEFA to craft yet another memorable chapter and deliver even more unforgettable moments for fans worldwide.”

Guy-Laurent Epstein, Marketing Director of UEFA, added, “We are delighted to continue our partnership with Hisense for UEFA EURO 2028. The company’s ongoing commitment to European football, through four consecutive EURO tournaments, highlights the strength of our relationship and our shared commitment to providing unforgettable experiences for fans. We look forward to working together to make the next EURO a memorable event.”

At IFA 2026, attendees can explore a dedicated activation zone for UEFA EURO 2028 at the Hisense booth, featuring a football challenge that captures goals and automatically generates shareable photos. Together with Hisense's latest innovations, this activation reflects the brand's vision of "Innovating a Brighter Life" – a commitment to using technology to create more engaging and memorable moments that bring people together.

Founded in 1969, Hisense has grown into a globally recognized leader in the field of home appliances and consumer electronics. With operations spanning over 180 countries, the company focuses on delivering high-quality multimedia products, household appliances, and smart IT solutions. According to Omdia, Hisense ranks as the number one company globally in the TV segment for sizes of 100 inches and larger (2023-2026 Q1). As the originator of RGB MiniLED, Hisense continues to lead the innovation of next-generation RGB MiniLED technology. Furthermore, as an official sponsor of the FIFA World Cup 2026, Hisense is committed to engaging global audiences through sports partnerships.

About UEFA

The UEFA is the governing body of European football, a non-profit organization dedicated to supporting the world's most popular sport and ensuring its continued flourishing at all levels within its 55 member associations. As part of its commitment, UEFA invests 97.5% of its revenues into football-related activities, projects, and initiatives that ensure the ongoing development of professional football for men and women, as well as youth, grassroots, and futsal football.