#None #Haier #smart technology #UEFA Champions League

Haier Partners with UEFA Champions League

In an exciting move that merges technology with sports, Haier, the world’s largest manufacturer of major home appliances, has announced a significant global partnership with the UEFA Champions League. This partnership, commencing in the 2027/28 season and extending through the 2030/31 season, grants Haier exclusive global sponsorship rights in several categories, including major home appliances, televisions, and commercial displays at selected UEFA club competitions.

This four-year agreement, effective from July 1, 2027, signifies a strategic shift for Haier, aiming to deepen their relationships with consumers across the globe. According to Wang Meiyan, Haier's Vice President and Chief Brand Officer, the collaboration with UEFA represents a vital step in strengthening Haier’s global branding efforts. "The UEFA Champions League connects millions of fans around the world, and through our partnership, we aim to bring the excitement and spirit of competition to consumers in their everyday lives through innovative technologies."

Guy-Laurent Epstein, Co-Managing Director of UC3, also expressed enthusiasm, stating, "We are thrilled to welcome Haier as a global partner of the UEFA Champions League. Their international presence, innovative spirit, and commitment to enhancing everyday life make them an ideal collaborator for us. Together, we will explore fresh avenues to engage fans worldwide and enrich their experience of our competitions, emphasizing the emotions, athletic excellence, and sense of community that make European football truly special."

A New Chapter in Consumer Engagement

Since its international market debut in 1991, Haier has been at the forefront of branding and innovation, establishing a firm presence in over 200 markets. The company’s strategy has focused not only on product export but on building its brands globally, contributing to its status as a leader in the home appliance sector in over 30 markets.

To date, Haier has reinforced its global operations with a network of 10 R&D centers, 35 industrial parks, and 173 manufacturing facilities. This extensive capability allows Haier to combine global outreach with localized market expertise, designing products that meet the diverse needs of consumers. Over the last 17 years, Haier has consistently ranked number one in retail volume in the global major appliances market, according to Euromonitor International, while also securing a spot on Kantar’s BrandZ Top 100 Most Valuable Global Brands for the past eight years.

Leveraging its global brand recognition, Haier plans to deepen its hold on premium markets while developing new brands, products, and solutions that align with evolving consumer expectations and create opportunities for smart living.

Technology and Sports: A Winning Combination

For Haier, technology has always been a principal driver of its growth, particularly with the rise of AI in home innovation. Their latest approach focuses on smart home systems that integrate seamlessly into daily life. This innovative landscape is complemented by the universal appeal of sports, which continues to resonate deeply in culture and shared experiences among fans.

Haier has been expanding its sports partnerships over the last two decades, aligning with top football clubs such as Paris Saint-Germain and Liverpool FC, as well as major sporting events like the Australian Open and Roland-Garros. These partnerships have evolved from merely increasing brand visibility to enhancing relationships with consumers through sports engagements that resonate on local levels.

The collaboration amid UEFA’s prestigious events, including the Champions League and the UEFA Super Cup, underscores Haier’s strategy to blend the excitement of elite football with opportunities for intelligent living. The aim is to create solutions and experiences that transcend the stadium and enrich consumers' lifestyles.

The announcement of this partnership during the IFA 2026 in Berlin, one of the world’s leading consumer electronics and appliances fairs, highlights the importance of this collaboration for Haier’s strategy of forging strong ties with consumers. By collaborating with UEFA, Haier intends to fuse the competitive spirit of the Champions League with innovative living solutions, creating new opportunities for both consumers and fans worldwide.

About Haier Group

Founded in 1984, Haier Group has become a leading global provider of solutions that enhance quality of life and support digital transformation, embodying the philosophy of "More Creation, More Possibilities." With a network of R&D centers and industrial parks across the globe, the company reported revenues of $59.8 billion in 2025. Haier has achieved global recognition, with eight publicly traded subsidiaries, including Haier Smart Home, ranked among Fortune’s Global 500 and Most Admired Companies.

About UC3

UC3 is the commercial entity that represents the UEFA and European football clubs, focused on generating revenue and creating value for partners across all UEFA club competitions. This partnership aims to manage, sell, and execute all commercial rights associated with elite UEFA club competitions, promoting a shared vision of success and opportunity for all involved in the European football landscape.