Haier Becomes Global Partner of UEFA Champions League Through 2031
Image
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.