#None #Haier #UEFA #Champions League

Haier's New Era: A Partnership with UEFA Champions League

Haier, recognized globally as a leader in household appliances, has taken a significant step in its branding strategy by announcing a global partnership with UC3, which manages the UEFA Champions League. This collaboration, starting from the 2027/28 season and running through to the 2030/31 season, marks a bold move for Haier in establishing stronger connections with consumers around the world.

This four-year partnership grants Haier exclusive global rights in categories such as home appliances, televisions, and commercial screens for various UEFA club tournaments. The agreement aims to deepen the emotional ties between the Haier brand and football fans globally, moving beyond traditional commercial sponsorships.

A Milestone for the Brand

Speaking at the announcement event, Wang Meiyan, Vice President and Brand Director of Haier Group, highlighted that this partnership represents a pivotal milestone for the brand. He stated, “The UEFA Champions League connects millions of fans around the world through a shared pursuit of excellence. We aim to bring the passion and spirit of champions into the daily lives of consumers, creating new possibilities through smart technologies.”

This sentiment was echoed by Guy-Laurent Epstein, one of the directors at UC3, who welcomed Haier as an ideal global partner. He praised Haier's international presence and innovative capabilities and emphasized the shared goal of enhancing fan experiences through elite competitions.

Building Global Relationships

Since entering international markets in 1991, Haier has been one of the first Chinese companies to pursue global growth by developing its own brands rather than relying solely on exports. Over the decades, the brand has established a strong local presence across more than 200 countries and territories, maintaining market leadership in over 30 markets.

This impressive global footprint is supported by an extensive network comprising 10 R&D centers, 35 industrial parks, and 173 manufacturing facilities worldwide. By combining global capabilities with local insights, Haier continuously develops products, solutions, and experiences tailored to diverse consumer needs.

For 17 consecutive years, Haier has been recognized as the leading global brand in major appliances by retail sales volume, as well as being ranked among the top 100 most valuable global brands according to Kantar BrandZ. These accolades further solidify Haier's commitment to premium markets and its dedication to developing innovative products that meet current consumer expectations.

Connecting Through Technology and Sports

Technology has long been a driving force behind Haier's global growth. As AI becomes more ingrained in its products, the company is shifting from individual innovations toward integrated home experiences. Additionally, the connection between technological advancements in daily life and the centrality of sports in culture provides a strong platform for tightening ties with consumers.

Haier has nurtured a global portfolio of sports partnerships for over two decades, collaborating with prestigious football clubs such as Paris Saint-Germain and Liverpool, as well as prominent international sporting events like the Australian Open and Roland Garros.

The evolution of Haier's sports marketing from merely enhancing brand visibility to forging deeper connections with consumers through global sports partnerships is noteworthy. Beyond football, Haier has expanded its involvement in various sports, including badminton, marathon running, cricket, and basketball.

The partnership with UEFA competitions, including the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals, and UEFA Futsal Champions League Finals, represents another step forward in this journey. By merging the passion and excellence of elite football with smart home capabilities, Haier aspires to create experiences that extend beyond the stadium and become part of everyday life for consumers.

Announced during the IFA 2026 trade show in Berlin, one of the world’s leading consumer electronics and home appliance exhibitions, this partnership underscores Haier's commitment to fostering stronger relationships with consumers globally. With UEFA Champions League as their ally, Haier aims to blend the spirit of champions with smart living, crafting new experiences for consumers and fans alike.

About Haier Group

Founded in 1984, Haier Group is a leading global provider of solutions for better living and digital transformation, with a vision of “more creativity, more possibilities.” With 10 R&D centers, 35 industrial parks, and 173 manufacturing sites, Haier achieved global revenues of $59.8 billion in 2025. The company has consistently been ranked among the top global brands in various categories, maintaining its status in the Kantar BrandZ Top 100 Most Valuable Global Brands.

About UC3

UC3 connects the governing body of European football, UEFA, with over 800 leading European football clubs, creating a new vision for managing commercial rights for UEFA club competitions. It oversees the management, sale, and provision of all commercial rights for elite men's and women's UEFA club competitions, generating revenue and creating value for its partners.