Hisense Strengthens its Commitment to UEFA with EURO 2028 Partnership

Hisense, a prominent player in the global consumer electronics and home appliances market, made headlines at IFA 2026 by announcing the renewal of its partnership with UEFA as the official partner of UEFA EURO 2028. This marks a significant milestone as it will be the fourth consecutive UEFA European Championship supported by Hisense, reinforcing the brand's dedication to football.

The journey for Hisense in the football arena began with UEFA EURO 2016 and has progressively expanded to include subsequent UEFA EUROs and FIFA World Cups in 2018, 2022, and 2026. The company views the conclusion of each tournament as a stepping stone rather than the end of the road, promising to continue engaging fans through various innovative offerings.

Fazalur Rahman, Hisense Middle East & Africa's Regional Marketing Director, articulated the company's commitment to football, stating, "Football is the most watched sport in the world, and our renewed UEFA EURO partnership reflects our consistent effort to stay close to our consumers during the moments that matter most to them. Following the excitement of the FIFA World Cup 2026, we are proud to continue this journey and elevate the way fans experience the game."

Hisense's approach to sports sponsorship transcends mere visibility. The brand aims to connect with consumers, promote sport, and prioritize well-being while delivering innovative and high-quality products. Their use of technology, like VAR, aims to enhance viewer experience, ensuring everyone can cherish the spirit of football.

In light of this renewed partnership, UEFA’s marketing director Guy-Laurent Epstein expressed delight in continuing the collaboration. He highlighted that Hisense's sustained involvement across four consecutive UEFA EURO tournaments showcases the strength and ambition of their relationship. Together, they will strive to create meaningful experiences for fans.

At IFA 2026, visitors have the opportunity to engage with a dedicated UEFA EURO 2028 activation zone at the Hisense booth. This area includes a football challenge that tracks goals and generates photos for sharing—an embodiment of Hisense's vision of "Innovating a Brighter Life." The activation is designed to leverage technology to create enjoyable and memorable moments that connect people.

Since its foundation in 1969, Hisense has established itself as a leader in home appliances and consumer electronics, operating in over 180 countries. It has gained recognition for delivering high-quality multimedia products and intelligent IT solutions. According to Omdia, the brand stands at the forefront of the market and ranks first globally in the 100-inch and larger TV segment for 2023 through the first quarter of 2026. Hisense's innovations include pioneering the next-generation RGB MiniLED technology, asserting its influence in the consumer tech space.

Moreover, as a global sports partner, Hisense's involvement in significant events such as the FIFA World Cup emphasizes its commitment to connecting with audiences worldwide. Their intent to include sporting initiatives in their marketing strategies underlines the role of sports as a powerful platform to unify, engage, and commemorate shared experiences.

Additionally, UEFA, as the governing body of European football, dedicates a portion of its revenue to football-related activities, ensuring the sport’s sustained development at various levels, from professional to grassroots.

In summary, Hisense's ongoing partnership with UEFA as the official partner of UEFA EURO 2028 is not only a strategic business decision but also a testament to their commitment to sports and innovation, making them an integral part of the global football spectacle.