Hisense Extends Partnership with UEFA for EURO 2028, Strengthening Their Dedication to Football

Hisense Extends Partnership with UEFA for EURO 2028

Hisense, a prominent brand in the consumer electronics and home appliance sector, has just announced its continued collaboration with UEFA as an Official Partner for UEFA EURO 2028 during the IFA 2026 event in Berlin. This announcement marks the fourth consecutive UEFA European Championship that Hisense will be a part of, showcasing its long-term commitment to football and sports engagement.

Since its entry into the football sponsorship arena at UEFA EURO 2016, Hisense has expanded its involvement in several major tournaments, including the FIFA World Cups of 2018, 2022, and now 2026. Each event marks a significant milestone in Hisense's journey, illustrating that for the company, the end of one partnership merely signals the beginning of another.

Catherine Fang, the VP of Hisense Group and President of Hisense Global Commercial Center, spoke at the announcement, emphasizing, "Great partnerships are built over time, and our journey with UEFA reflects that belief." Being the first Chinese company to sponsor the UEFA EURO, Hisense has evolved past basic branding and has become UEFA's dedicated display technology partner. This evolution signifies a deeper commitment to enhancing the football-viewing experience for fans around the world.

Fang added, "Through cutting-edge technology and immersive experiences, we bring audiences closer to the thrill of football. Looking ahead, we are eager to write the next chapter together with UEFA, creating more meaningful moments for fans everywhere."

Guy-Laurent Epstein, UEFA marketing director, expressed excitement about the extension of this partnership, stating, "We are delighted to continue our partnership with Hisense for UEFA EURO 2028." Epstein highlighted Hisense's sustained and unwavering commitment across four consecutive EURO tournaments, pointing to a mutually beneficial relationship focused on delivering impactful experiences for football fans.

During the IFA 2026 exposition, attendees can explore a dedicated UEFA EURO 2028 activation zone at the Hisense booth. This engaging experience will feature a football challenge where participants can score goals that are automatically tracked for social-sharing opportunities. Coupled with Hisense's latest technological innovations, this initiative aligns perfectly with the brand's vision of "Innovating a Brighter Life." The idea is to leverage technology to transform moments that unites people and make them even more memorable.

Founded in 1969, Hisense has established itself as a leader in the field of home appliances and consumer electronics, operating in over 180 countries worldwide. They are particularly noted for their high-quality multimedia products and intelligent IT solutions, consistently pushing the boundaries of modern technology. According to industry research firm Omdia, Hisense has secured the top position globally in the 100-inch and larger TV segment for the period from 2023 to the first quarter of 2026.

Furthermore, as the originators of RGB MiniLED technology, Hisense continues to lead innovation in the industry. Their role as the official sponsor for the FIFA World Cup 2026TM illustrates their commitment to global sports partnerships that resonate with audiences regardless of location.

On the other side of the coin, UEFA functions as the governing body of European football, committing a phenomenal 97.5% of its revenue to football-related initiatives. This includes investments that support the growth of both men's and women's professional games, as well as youth, grassroots, and futsal programs. UEFA’s core mission reflects its dedication to ensuring that football continues to develop at all levels across its 55 member associations.

In essence, Hisense's alliance with UEFA not only strengthens the brand's visibility in the sports domain but also reinforces its ambition to connect with consumers on a global scale through technology and unforgettable experiences. As they prepare for UEFA EURO 2028, fans can anticipate thrilling advancements that bring them closer to the beautiful game than ever before.