Haier Partners with UEFA Champions League to Elevate Global Brand Engagement

Haier Partners with UEFA Champions League: A New Era in Brand Engagement

In a significant stride towards fortifying its global presence, Haier, the leading provider of household appliances, has officially unveiled a groundbreaking partnership with the UEFA Champions League, aimed at enhancing consumer engagement across the globe. This collaboration, which will commence during the 2027/28 season and extend through the summer of 2031, grants Haier exclusive global rights in the categories of household appliances, televisions, and commercial displays associated with several high-profile UEFA club competitions.

A Meaningful Collaboration Beyond Commercial Sponsorship

This union transcends traditional commercial sponsorship; it is a critical milestone in Haier’s strategy to cultivate deeper relationships with consumers worldwide. Wang Meiyan, Vice President and Chief Brand Officer at Haier Group, articulated, "This partnership signifies an essential step in Haier's global brand strategy. The UEFA Champions League unites millions of fans globally in their pursuit of excellence. We aim to bring the passion and spirit of champions closer to consumers and foster new opportunities through intelligent technologies."

Guy-Laurent Epstein, Co-CEO of UC3, welcomed Haier as a global partner, emphasizing the company’s international stature and dedication to creating increasingly meaningful experiences for audiences. He stated, "Together, we aspire to create new opportunities to engage fans globally and connect them more intimately with our tournaments, celebrating the emotions and achievements that make European football unique."

Haier’s Legacy in Global Markets

Since venturing into international markets in 1991, Haier has consistently endeavored to capture global growth by building its brand rather than merely exporting products. Over the decades, it has established a robust local presence in more than 200 countries and regions and maintains a leading position in over 30 markets. This global footprint is supported by ten research and development centers, 35 industrial parks, and 173 production facilities worldwide. By merging global expertise with local market insights, Haier is adept at crafting products, solutions, and experiences tailored to the diverse needs of consumers across various markets.

Due to this approach, Haier has achieved remarkable recognition, leading the global household appliances market by sales volume for 17 consecutive years and earning a spot on the Kantar BrandZ Top 100 Most Valuable Global Brands for eight years running.

With an eye on premium markets, Haier plans to further amplify its brand presence while innovating products and solutions that meet the evolving expectations of consumers, creating new possibilities for intelligent living.

The Convergence of Technology and Sports

Technology has long been a catalyst for Haier’s global development. As artificial intelligence becomes increasingly integrated into products and smart home ecosystems, Haier extends its focus from product-focused innovation to interconnected experiences throughout households. This intersection of technological advancement and the cultural significance of sports fosters a strong foundation for enhanced consumer relations.

For over two decades, Haier has cultivated a global portfolio of sports partnerships, aligning with prestigious football clubs like Paris Saint-Germain and Liverpool FC, as well as significant international sporting events such as the Australian Open and Roland-Garros.

Over the years, its sports marketing has evolved, transitioning from merely raising brand awareness to fostering closer ties with consumers through sports partnerships and locally relevant experiences. Beyond football and established global sporting events, Haier has expanded its sports portfolio in various markets to include badminton, marathons, cricket, and basketball.

The agreement with UEFA club competitions, which includes the Champions League and UEFA Super Cup among others, represents a significant progression in this journey. By merging the passion and excellence of top-tier football with advanced living solutions, Haier aims to curate experiences that extend beyond stadiums, becoming an integral part of consumers’ daily lives.

Conclusion: A Bright Future for Haier

The announcement of this strategic partnership at IFA 2026 in Berlin—a premier showcase for consumer electronics and household appliances—highlights Haier’s commitment to nurturing closer relationships with consumers globally. By collaborating with the UEFA Champions League, Haier aspires to blend the spirit of champions with innovative living, creating novel experiences for fans and consumers alike. Founded in 1984, Haier Group continues to uphold its mission of enhancing life quality and digital transformation. As they navigate the changing tides of consumer expectations, this partnership could mark the beginning of an exciting new chapter in Haier's brand evolution.