Hisense Extends Long-Standing Partnership with UEFA for EURO 2028

In a significant development unveiled at IFA 2026, Hisense, the renowned consumer electronics and home appliances brand, has confirmed its ongoing collaboration with UEFA as the official partner for UEFA EURO 2028. This extension marks the fourth consecutive UEFA EURO tournament that Hisense supports, highlighting its commitment to the football community.

The journey of Hisense in the realm of football began with UEFA EURO 2016, and has since expanded to encompass the FIFA World Cup 2018, 2022, and now 2026. Each tournament has presented an opportunity for Hisense to deepen its engagement with fans and showcase its advanced technology through immersive experiences.

Catherine Fang, Vice President of Hisense Group and President of Hisense Global Commercial Center, stated, "The best partnerships are built over time, as our collaboration with UEFA clearly demonstrates. As the first Chinese sponsor of UEFA EURO in the last decade, we have gone beyond traditional brand sponsorship to become a technology partner that enhances UEFA's visual experiences. Together, we are providing fans with unforgettable moments through cutting-edge technology and immersive solutions. Looking ahead, we aspire to co-create even more memorable experiences with UEFA."

Guy-Laurent Epstein, UEFA Marketing Director, commented, "We are thrilled to continue our relationship with Hisense for UEFA EURO 2028. Hisense's ongoing dedication to European football, evidenced by their support across four consecutive EURO tournaments, illustrates the strength of our partnership and our shared ambition to create memorable experiences for fans. We look forward to further collaboration that will make upcoming EURO tournaments unforgettable."

At IFA 2026, attendees can explore a special UEFA EURO 2028 zone at the Hisense booth, featuring a football challenge where visitors can score goals and create shareable photos instantly. This interactive experience not only showcases Hisense's latest innovations but also reflects its brand vision, encapsulated in the slogan, "Innovating a Brighter Life." This ethos reveals Hisense's commitment to leveraging technology to create more engaging and memorable shared moments.

Founded in 1969, Hisense is a global leader in the TV, consumer electronics, and home appliances market, operating in over 180 countries. The company proudly specializes in high-end multimedia products, home appliances, and intelligent IT solutions. According to the analytics firm Omdia, Hisense ranks as a frontrunner in the segment of televisions 100 inches and larger (2023 H1). With its development of RGB MiniLED technology, Hisense is pushing boundaries in innovative television solutions. As the official sponsor of the FIFA World Cup 2026™, Hisense is steadfast in its dedication to collaborating with the world of sports to connect with audiences globally.

UEFA, the governing body for football in Europe, is a non-profit organization that supports the development of the world's most popular sport across all levels in its 55 member associations. This mission sees UEFA investing 97.5% of its revenue into football initiatives aimed at enhancing men's and women's professional sports, as well as youth, amateur, and futsal football.

As Hisense steps into this new chapter of partnership with UEFA, fans can look forward to even more spectacular experiences that celebrate the beautiful game.

For more information about Hisense, visit their official website or follow them on social media.

Stay tuned for updates as UEFA EURO 2028 approaches, promising to be a thrilling tournament filled with unforgettable moments and technological marvels.