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.
UC3 co-managing director cites Haier's international scale as fit for the competition
Guy-Laurent Epstein, Co-Managing Director of UC3, said Haier's international presence and innovation capacity made it a suitable partner to expand fan engagement around UEFA's club competitions.
Haier operates 173 manufacturing centers and 35 industrial parks across more than 200 markets
Since entering international markets in 1991, Haier has built local operations in over 200 countries and regions, holding leading positions in more than 30 markets. The company runs 10 R&D centers, 35 industrial parks and 173 manufacturing centers globally. Haier has ranked as the world's No.1 major appliances brand by retail volume for 17 consecutive years and has appeared in the Kantar BrandZ Top 100 Most Valuable Global Brands list for eight consecutive years.
Deal extends a two-decade sports sponsorship portfolio spanning football, tennis and cricket
Haier's existing sports partnerships include football clubs Paris Saint-Germain and Liverpool Football Club, along with the Australian Open and Roland-Garros tennis tournaments. The company has also expanded into badminton, marathon running, cricket and basketball sponsorships across various markets.
Partnership unveiled at IFA 2026 in Berlin as Haier pushes AI-integrated home ecosystems
The announcement coincided with IFA 2026, one of the world's leading consumer electronics and appliance exhibitions. Haier said the collaboration reflects its shift from individual product innovation toward integrated, AI-driven smart-living ecosystems across the connected home.