Haier Strengthens Global Presence with UEFA Champions League Partnership

In a major announcement for the appliance industry, Haier has formalized a global partnership with UC3, becoming the official partner for the UEFA Champions League from the 2027/28 to the 2030/31 seasons. This collaboration will allow Haier exclusive global rights in appliance categories, which include major competitions associated with the UEFA league.

This four-year partnership marks a significant milestone in Haier's strategy to get closer to consumers across the globe by integrating a competitive spirit into their daily lives. According to Wang Meiyan, Vice President and Brand Director of Haier Group, this collaboration not only facilitates global recognition but also the opportunity to enhance consumer experiences through advanced technologies. The UEFA Champions League is a platform that unites millions of fans around the world, and Haier aims to infuse the excitement of these competitions into everyday experiences through its innovative products.

Guy-Laurent Epstein, co-managing director of UC3, expressed enthusiasm for having Haier onboard. He emphasized Haier's international stature and innovative capacity, which makes them an ideal partner for this prestigious championship. The partnership aims to create new experiences for fans worldwide, combining top-tier football excitement with everyday living.

A Legacy of Global Recognition

Since entering international markets in 1991, Haier has focused on building its brands rather than merely exporting goods. Over the decades, it has established itself in over 200 countries, ranking among the top in 30 markets. This stronghold is backed by a network of 10 R&D centers, 35 industrial parks, and 173 manufacturing sites globally. Haier’s dedication to local relevance and global insight allows them to create products that meet diverse consumer demands.

For 17 consecutive years, Haier has topped the global retail sales of major appliances. Additionally, the brand has been listed in Kantar BrandZ's top 100 most valuable brands for eight years in a row. These accolades validate Haier's commitment to enhancing its presence in high-end markets through the development of innovative brands and products tailored to the evolving preferences of consumers.

Bridging Technology and Sports

The partnership with UEFA aligns with Haier's long-standing strategy of leveraging technology to foster global expansion. As artificial intelligence continues to permeate their product offerings, Haier strives to create holistic, connected living experiences rather than merely improving individual appliances. The intersection of technological advancement and the cultural significance of sports provides remarkable opportunities for Haier to deepen consumer connections.

For two decades, Haier has built a sport partnership portfolio that includes football powerhouses like Paris Saint-Germain and Liverpool FC, as well as major international sporting events, including the Australian Open and Roland-Garros. Initially focusing on brand visibility, Haier's marketing strategy has evolved to foster genuine bonds with consumers through sports partnerships and locally grounded experiences.

With the UEFA Champions League and other UEFA club competitions, Haier aims to take another step in its journey, blending the passion for football with the conveniences of a connected lifestyle. This collaboration is not just about promoting the sport; it's about integrating the essence of football into the daily lives of consumers, generating excitement beyond the stadium.

This partnership was unveiled at IFA 2026 in Berlin, one of the world’s largest consumer electronics and home appliance exhibitions, further emphasizing Haier's commitment to building stronger consumer ties globally. By partnering with the UEFA Champions League, Haier is set to merge competitive spirit with modern living, delivering novel experiences to consumers and fans alike.