Hisense Extends Long-Term Partnership with UEFA for EURO 2028 Championship

Hisense Extends Partnership with UEFA

At the IFA 2026 event in Berlin, Hisense, a leading global brand in consumer electronics and home appliances, announced its decision to extend its longstanding partnership with UEFA as the official sponsor for the highly anticipated UEFA EURO 2028 championship. This marks the fourth consecutive European Championship that Hisense has supported, illustrating the brand's commitment to football and sports entertainment.

Hisense's journey in football sponsorship began during the UEFA EURO 2016, and since then, it has broadened its involvement in subsequent UEFA EURO tournaments and FIFA World Cups in 2018, 2022, and now 2026. Not only does the partnership reinforce the brand's dedication to football, but it also signifies the start of a new chapter each time the final whistle sounds.

Catherine Fang, Vice President of Hisense Group and Head of Hisense Global Commercial Center, expressed her excitement about this ongoing collaboration: "Building excellent partnerships takes time, and our working relationship with UEFA reflects this belief. As the first Chinese sponsor of UEFA EURO, we have evolved from mere brand sponsorship to becoming a specialized partner in visual technologies with UEFA over the last decade. With our cutting-edge technology and immersive experiences, we bring the thrill of football closer to fans everywhere. We look forward to writing the next chapter together with UEFA, creating even more unforgettable moments for fans globally."

UEFA’s Marketing Director, Guy-Laurent Epstein, also shared his enthusiasm about the partnership, stating, "We are delighted to continue our association with Hisense for UEFA EURO 2028. Their steadfast commitment to European football across four successive EURO tournaments demonstrates the strength of our relationship and our shared ambition to craft unforgettable experiences for fans. We look forward to collaborating to make next year's EURO an unforgettable experience."

Visitors to Hisense's booth at IFA 2026 have the unique opportunity to explore a specially designed interactive area dedicated to UEFA EURO 2028. Here, participants can engage in a football challenge featuring automatic goal tracking and shareable photo generation. This innovative zone epitomizes the brand's vision of 'Innovation for a Better Life', utilizing technology to make moments that connect people more engaging and memorable.

Hisense, founded in 1969, is recognized worldwide as a leader in home appliances and consumer electronics, operating in over 180 countries. The brand specializes in delivering high-quality multimedia products, appliances, and smart IT solutions. According to Omdia, Hisense holds the largest global market share in televisions measuring 100 inches or larger as of Q1 2026. As the originator of RGB MiniLED technology, Hisense continues to lead innovations in the next generation of RGB MiniLEDs. Furthermore, as an official sponsor of the FIFA World Cup 2026™, Hisense is dedicated to global sports partnerships that allow it to connect with audiences worldwide.

About UEFA

UEFA serves as the governing body for European football and is a non-profit organization dedicated to fostering and facilitating the growth of the world's favorite sport at all levels across its 55 member associations. UEFA invests 97.5% of its revenue back into football-related activities, projects, and initiatives, ensuring the continued development of professional men's and women's football, youth football, amateur football, and futsal.