Haier partners with UEFA Champions League for four-year deal
News provided byHaier · 3 min read
BERLIN, Haier, the world's leading major home appliances brand, has announced a significant expansion of its global brand presence through a four-year partnership with UEFA Champions League, set to run from the 2027/28 season through the 2030/31 season.
Under the partnership, Haier will become a Global Partner of UEFA Champions League, securing exclusive worldwide rights in the home appliances, televisions, and commercial display screens categories across a range of UEFA club competitions, including the UEFA Champions League. The agreement, which takes effect on July 1, 2027, and concludes on June 30, 2031, marks a new chapter in Haier's global growth strategy.
"Partnering with the UEFA Champions League is a key milestone in Haier's global brand strategy," stated Wang Meiyan, Vice President and Chief Brand Officer of Haier Group. "The UEFA Champions League connects millions of fans worldwide through their shared pursuit of excellence. This collaboration will allow us to bring the passion and spirit of champions closer to consumers' everyday lives, fostering new possibilities through intelligent technologies."
Guy-Laurent Epstein, Co-Managing Director of UC3, expressed enthusiasm about the partnership, noting, "We are delighted to welcome Haier as a new global partner of the UEFA Champions League. Its international presence, innovative capabilities, and ambition to create increasingly relevant experiences for people make Haier an ideal partner for our competitions. Together, we aim to develop new opportunities to engage fans around the world and bring them even closer to our competitions, while celebrating the emotion, excellence, and sense of belonging that make European football unique."
Haier's journey to global recognition began in 1991, when it entered international markets. The company has since established a strong local presence in over 200 countries and regions, with leading positions in more than 30 markets. This global footprint is supported by a network of 10 research and development centers, 35 industrial parks, and 173 manufacturing centers worldwide. By combining global capabilities with local insights, Haier develops products, solutions, and experiences tailored to the diverse needs of consumers across markets.
The company's commitment to innovation and consumer relevance has driven its sustained global recognition. Haier has ranked as the world's No.1 major appliances brand by retail volume for 17 consecutive years and has been recognized among the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years. Building on this track record, Haier aims to strengthen its presence in premium markets while developing brands, products, and solutions that respond to evolving consumer expectations and create new possibilities for intelligent living.
Haier's partnership with UEFA Champions League represents the next stage in its journey to connect technology and sports. For over two decades, the company has developed a global sports partnership portfolio, including leading football clubs such as Paris Saint-Germain and Liverpool Football Club, as well as major international sporting events like the Australian Open and Roland-Garros. Haier's sports marketing has evolved from building brand visibility to creating deeper consumer connections through global sports partnerships and locally relevant experiences.
The partnership with UEFA club competitions, including the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals, and UEFA Futsal Champions League Finals, aligns with Haier's vision of leading through technology and connecting through sports. By integrating the passion and excellence of elite football with the possibilities of intelligent living, Haier aims to create experiences that extend beyond the stadium and become part of consumers' everyday lives.
Unveiled during IFA 2026 in Berlin, one of the world's leading consumer electronics and home appliance exhibitions, the partnership underscores Haier's commitment to building stronger connections with consumers worldwide. Together with the UEFA Champions League, Haier will connect the spirit of champions with intelligent living, creating new experiences for consumers and fans around the world.