Haier Joins Forces with UEFA Champions League in Global Partnership

Haier Partners with UEFA Champions League for Global Reach

In a groundbreaking move, Haier, the world’s leading home appliance brand, announced a significant global partnership with UC3, officially becoming a Global Partner of the UEFA Champions League. This collaboration will be active from the 2027/28 season through to 2030/31, granting Haier exclusive rights in the home appliances and commercial display categories across UEFA club competitions.

A New Era of Partnership

This new partnership marks a pivotal milestone in Haier's global branding strategy as it transitions from being merely recognized as a leading home appliance manufacturer to fostering a deeper connection with consumers. "This partnership represents a key milestone in Haier’s global branding strategy," said Wang Meiyan, Vice President and Brand Director of Haier Group. The UEFA Champions League, which unites millions of fans worldwide, aligns with Haier’s vision to integrate the spirit of champions into everyday life through innovative technology.

"We are delighted to welcome Haier as a new global partner of the UEFA Champions League," commented Guy-Laurent Epstein, Co-CEO of UC3. "Haier's international presence and innovation capabilities make them an ideal partner for the competition, and together, we aim to create new opportunities to connect with fans globally while celebrating the unique excitement of European football."

Growth from Recognition to Connection

Since entering international markets in 1991, Haier has been at the forefront of global expansion by establishing its own brands instead of relying solely on product exports. Over decades, Haier has built a robust presence in over 200 countries and regions, holding leadership positions in more than 30 markets. With a network of 10 R&D centers, 35 industrial parks, and 173 manufacturing sites worldwide, Haier utilizes global capabilities coupled with local insights to create consumer products and experiences tailored to diverse needs.

The brand’s efforts have not gone unnoticed; Haier has been the number one global home appliance brand by retail sales volume for 17 consecutive years and has consistently appeared on Kantar BrandZ’s list of the most valuable global brands.

Technology at the Core

Technology has always been a vital driver of Haier's global development. As artificial intelligence becomes more prevalent throughout connected products and smart living scenarios, Haier is expanding its focus from standalone product innovation to integrated home experiences. The interconnection of daily life technology development with the cultural importance of sports provides a powerful platform for building closer relationships with consumers.

For over two decades, Haier has built a global portfolio of sports sponsorships, collaborating with top-tier football clubs like Paris Saint-Germain and Liverpool Football Club, as well as major international sporting events like the Australian Open and Roland-Garros. This progression has seen Haier's sports marketing evolve from merely increasing brand visibility to forging deeper connections with consumers through global sponsorships and relevant local experiences.

The Essence of the Game

The partnership with UEFA competitions, including the Champions League, the UEFA Super Cup, and the UEFA Youth League Finals, represents the next chapter in this journey. By combining the passion and excellence of elite football with the possibilities of smart living, Haier aspires to create experiences that extend beyond the stadium and become part of the daily lives of consumers.

Unveiled during IFA 2026 in Berlin, a premier global event for consumer electronics and home appliances, this partnership underscores Haier's commitment to strengthen ties with consumers globally. Alongside UEFA, Haier aims to merge the spirit of champions with smart living, creating exciting new experiences for consumers and fans alike.

About Haier Group

Founded in 1984, Haier Group is a leading global provider of solutions for enhancing life and digital transformation, aiming for “More creativity, more possibilities.” With a total revenue of $59.8 billion in 2025, Haier has consistently ranked among the Kantar BrandZ Top 100 most valuable global brands and holds the top position in the Euromonitor International Global Major Appliances Brand ranking for 17 years. Haier also boasts eight publicly traded companies, including Haier Smart Home, featured among Fortune Global 500 and Fortune's Most Admired Companies.

About UC3

UC3 unites UEFA, the governing body of European football, and the European Club Association, representing over 800 top European clubs, around a new vision for managing commercial rights for UEFA Club Competitions. As the commercial entity, UC3 is responsible for generating revenue from these competitions and creating value for its partners by overseeing the management, sale, and distribution of commercial rights including media, sponsorship, and licensing for key men’s and women’s club competitions.