Haier Partners with UEFA Champions League to Enhance Global Brand Exposure and Consumer Experience

Haier's New Era of Engagement through Sports

In a remarkable strategic move, Haier, the leading global brand in home appliances, has officially announced a global partnership with UC3, positioning the brand as a global sponsor of the UEFA Champions League from the 2027/28 season to the 2030/31 season. This collaboration underscores Haier's commitment to fostering deeper connections with consumers while utilizing the exhilarating platform of elite sports.

The four-year partnership, effective from July 1, 2027, grants Haier exclusive global rights in the domains of home appliances, televisions, and commercial screens across various UEFA club competitions, including the prestigious UEFA Champions League. This venture is not merely a promotional sponsorship; it's a pivotal element in Haier's journey towards creating enhanced consumer relationships worldwide through engaging experiences.

"This partnership marks a significant milestone in Haier's global branding strategy," emphasizes Wang Meiyan, Vice President and Chief Brand Officer of Haier Group. He noted, "The UEFA Champions League unites millions of fans globally, united by a collective pursuit of excellence. Through this collaboration, we aim to bring the passion and spirit of champions into consumers' daily lives, creating new opportunities through intelligent technologies."

Guy-Laurent Epstein, Co-Managing Director of UC3, shared his enthusiasm, stating, "We are thrilled to welcome Haier as a new global partner for the UEFA Champions League. Their international presence, innovative capabilities, and commitment to creating increasingly relevant experiences mark them as an ideal ally for our tournament. Together, we will develop new ways to engage fans worldwide and connect them with our competitions, celebrating the emotions, excellence, and sense of belonging that make European football unique."

Building Global Connections

Since venturing onto international markets in 1991, Haier has been a trailblazer among Chinese companies aiming for global growth, establishing its own brands rather than relying solely on product exports. Over the decades, Haier has developed a robust local presence across more than 200 countries and regions, securing leadership positions in over 30 markets.

Supported by a network of 10 R&D centers, 35 industrial parks, and 173 manufacturing centers globally, Haier melds global capabilities with local insights to tailor products, solutions, and experiences that meet diverse consumer needs across various markets. This approach has led to sustainable global recognition; for 17 consecutive years, Haier has ranked first in retail sales volume and has been acknowledged as one of the top 100 most valuable global brands by Kantar BrandZ for the past eight years.

Building on this successful history, Haier continues to strengthen its presence in premium markets by developing brands, products, and solutions that align with evolving consumer expectations and create new opportunities for intelligent living.

Leadership Through Technology, Connection Through Sport

For Haier, technology has long acted as a cornerstone for global development. With AI increasingly integrated into their products, related scenarios, and smart living ecosystems, Haier is shifting from individual product innovations to a more holistic experience throughout the home.

The intersection of technological progression in daily life and the cultural significance of sports presents a powerful platform for deeper consumer engagement. For over two decades, Haier has cultivated global sports partnerships encompassing leading football clubs like Paris Saint-Germain and Liverpool FC, alongside major international sporting events, including the Australian Open and Roland-Garros.

As years went by, Haier's sports marketing has evolved from brand visibility to forging more profound connections with consumers through global sporting partnerships and localized experiences. In addition to football and international sporting events, Haier is expanding its sports portfolio across markets, including badminton, marathons, cricket, and basketball.

The collaboration with UEFA club competitions, including the Champions League, UEFA Super Cup, UEFA Youth League final, and UEFA Futsal Champions League final, demonstrates the next step in this journey. By marrying the passion and excellence of elite football with the possibilities of smart living, Haier is dedicated to crafting experiences that transcend stadium boundaries, embedding themselves into consumers' everyday lives.

The partnership, unveiled during IFA 2026 in Berlin—one of the world's leading exhibitions for home electronics and appliances—reinforces Haier's commitment to creating closer ties with consumers worldwide. Together with UEFA, Haier will fuse the spirit of champions with smart living, producing new experiences for consumers and fans globally.

About Haier Group

Founded in 1984, Haier Group is the world's leading provider of solutions for enhancing the quality of life and driving digital transformation, guided by the principle of "More Creativity—More Opportunities." The company boasts 10 R&D centers, 35 industrial parks, and 173 manufacturing sites, with a global revenue projected to reach $59.8 billion by 2025. For eight consecutive years, Haier has been recognized among the top 100 most valuable global brands according to Kantar BrandZ, and for 17 years, it has maintained the number one spot in the global major appliance brand ranking by Euromonitor. Haier operates eight public companies, and its subsidiary, Haier Smart Home, is listed in the Fortune Global 500 and Fortune's Most Admired Companies.

About UC3

UC3 brings together UEFA's governing body and European football clubs representing over 800 top-tier European teams, focused on a new vision for managing the commercial rights of UEFA club competitions (UCC). This commercial entity is responsible for generating revenue through UCC and creating value for its partners. UC3 manages, sells, and provides all commercial rights (including media, sponsorship, and licensing rights) for elite men's and women's UEFA club competitions.