Hisense Continues Long-Term Partnership with UEFA for EURO 2028

Hisense Extends Partnership with UEFA for EURO 2028

In a significant announcement made during the IFA 2026 event, Hisense, a leading global brand in consumer electronics and home appliances, revealed its continued partnership with UEFA as the official partner for UEFA EURO 2028. This will mark the fourth consecutive UEFA European Championship supported by Hisense since the kickoff of their journey at UEFA EURO 2016.

Since 2016, Hisense has grown alongside UEFA, being an active supporter during the UEFA EURO tournaments and the FIFA World Cups of 2018, 2022, and the upcoming 2026. For Hisense, the final whistle of a tournament signifies not an end but the onset of a new chapter filled with further engagement with football enthusiasts.

Catherine Fang, Vice President of Hisense Group and President of the Global Business Center, expressed her enthusiasm regarding the partnership, stating, "Great partnerships are built over time, and our journey with UEFA reflects this belief. As the first Chinese sponsor for the UEFA EURO tournament, we have not only transcended traditional brand sponsorship over the last decade but have also become a specialized partner in display technology. Together, we have evolved hand in hand. Our aim is to bring the excitement of football closer to viewers through cutting-edge technology and immersive experiences. We look forward to writing the next chapter with UEFA and creating even more meaningful moments for fans worldwide."

Meanwhile, UEFA’s Marketing Director, Guy-Laurent Epstein, shared his thoughts on the ongoing collaboration, remarking, "We are delighted to continue our partnership with Hisense for UEFA EURO 2028. Their consistent support of European football across four consecutive EURO tournaments showcases the strength of our relationship and our shared ambition to deliver meaningful experiences to fans. We are looking forward to working together to make the next EURO memorable."

Visitors to the IFA 2026 can explore a dedicated activation zone for UEFA EURO 2028 at the Hisense booth, where they can participate in a football challenge featuring goal-scoring records and automatically generated photos for sharing. This activation, alongside Hisense’s latest innovations, reflects the brand’s vision of "Innovating a Brighter Life," utilizing technology to make moments that connect people more engaging and unforgettable.

About Hisense

Founded in 1969, Hisense is a globally recognized leader in home appliances and consumer electronics, operating in over 180 countries. The brand focuses on providing high-quality multimedia products, home appliances, and smart IT solutions. According to Omdia, Hisense holds the global top position in the segment of televisions measuring 100 inches and larger (Q1 2023 - Q1 2026). The company is a pioneer in RGB MiniLED technology and continues to lead in the next generation of innovations in this field. As the official sponsor of the FIFA World Cup 2026™, Hisense engages in global sports partnerships as a way to connect with audiences worldwide.

About UEFA

UEFA, the governing body for European football, is a non-profit organization that ensures the world's most popular sport continues to thrive at all levels across its 55 member associations. Committed to the evolution of football, UEFA invests 97.5% of its revenue in activities, projects, and initiatives related to the sport, fostering ongoing development in professional men’s and women’s football, as well as youth, amateur football, and futsal.