UC3

Hyundai Signs Multi-Year Deal as UEFA Champions League Auto Partner

Hyundai Signs Multi-Year Deal as UEFA Champions League Auto Partner

OFFENBACH, Germany – September 11, 2026 -- Hyundai Motor Company has signed a multi-year agreement to become the Official Automotive Partner of the UEFA Champions League, a deal running from the 2026/27 season through the end of 2030/31. The partnership was concluded through UC3, UEFA's joint venture with European football clubs.

Hyundai extends nearly 30 years of football sponsorship to Europe's top club competition

The agreement follows Hyundai's engagement at this summer's World Cup and adds the 36-club UEFA Champions League to a sponsorship portfolio the company says spans international tournaments, clubs and associations worldwide. UEFA describes the competition as the world's most-watched annual club football event, with roughly one in three people globally expressing interest in it.

Haier Becomes Global Partner of UEFA Champions League Through 2031

Haier Becomes Global Partner of UEFA Champions League Through 2031

Berlin – September 08, 2026 -- Haier has secured exclusive worldwide sponsorship rights in the home appliances, televisions and commercial display screens categories for the UEFA Champions League and related UEFA club competitions, under a four-year agreement with commercial rights holder UC3 running from July 1, 2027 to June 30, 2031.

Haier locks in exclusive category rights across UEFA club competitions

The deal covers the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals starting the 2027/28 season. Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, called the agreement a milestone in the company's global brand strategy, framing the partnership as a way to link intelligent-living technology with the competition's global fan base.