Hisense Extends Partnership with UEFA for EURO 2028 and Beyond

Hisense's Commitment to Football: A Long-Term Partnership

Hisense, a renowned name in the realm of consumer electronics and home appliances, has officially announced a continuation of its partnership with UEFA as the Official Partner of UEFA EURO 2028. This announcement, made during IFA 2026 in Berlin, establishes a significant milestone as it marks the fourth consecutive UEFA European Championship that Hisense will support.

The journey for Hisense began at UEFA EURO 2016, and since then, the brand has extended its involvement to include various tournaments such as the FIFA World Cups in 2018, 2022, and upcoming 2026. Their partnership signifies more than a mere sponsorship; it encompasses a rich history of shared growth, innovation, and a vision to bring the excitement of football closer to fans.

Catherine Fang, VP of Hisense Group and President of Hisense Global Commercial Center, stated, “Great partnerships are built over time, and our journey with UEFA reflects that belief. As the first Chinese sponsor of the UEFA EURO, we have grown beyond pure brand sponsorship to become UEFA's dedicated display technology partner, progressing hand-in-hand.” This sentiment encapsulates Hisense's dedication to enhancing the viewing experience through cutting-edge technology.

At IFA 2026, Hisense showcased this vision with a dedicated activation zone promoting UEFA EURO 2028. Visitors to their booth were invited to engage in a football challenge with innovative technology that tracked goals and generated pictures for sharing. This initiative reflects Hisense's commitment to