Hisense Extends UEFA EURO 2028 Partnership

DUBAI, UAE, Sept. 4, 2026 /CourierPR/ -- Hisense, a global leader in consumer electronics and home appliances, has extended its partnership with UEFA as the official partner of UEFA EURO 2028, marking the fourth consecutive European Championship supported by the company. The agreement, announced at IFA 2026, builds on Hisense’s long-standing commitment to European football and its dedication to staying close to consumers during key sporting moments.

Hisense's journey with football began with its partnership for UEFA EURO 2016 and has since grown to include support for the FIFA World Cups in 2018, 2022, and 2026. Fazalur Rahman, Regional Marketing Director for Hisense Middle East & Africa, emphasized the significance of the partnership, stating, "Football is the world's most watched sport, and our renewed UEFA EURO partnership reflects our unwavering commitment to connecting with our consumers during the moments that matter most to them."

Rahman added, "Following the excitement of the FIFA World Cup 2026, we are proud to continue this journey and to ensure that fans across the region experience the game in the best possible way. For us, sports sponsorship is not just about visibility; it is a platform to support sport and wellbeing, and to deliver innovation and product excellence."

At IFA 2026, visitors to the Hisense booth will have the opportunity to engage in a football challenge, with goals tracked and photos automatically generated for sharing. This activation zone is part of Hisense’s vision of "Innovating a Brighter Life," which aims to use technology to make shared moments more engaging and memorable.

Guy-Laurent Epstein, UEFA's marketing director, expressed his enthusiasm about the partnership, saying, "We are delighted to continue our partnership with Hisense for UEFA EURO 2028. Their sustained commitment to European football across four consecutive EURO tournaments demonstrates the strength of our relationship and a shared ambition to create meaningful experiences for fans."

Hisense, founded in 1969, is a globally recognized leader in home appliances and consumer electronics, operating in over 180 countries. According to Omdia, Hisense ranks first globally in the 100-inch and over TV segment for 2023-2026Q1. The company is also the official sponsor of the FIFA World Cup 2026, further cementing its position as a key player in global sports partnerships.

UEFA, the governing body of European football, is a not-for-profit organization that supports and ensures the continued development of the men's and women's professional game as well as grassroots and futsal. UEFA invests 97.5% of its revenue in football-related activities, projects, and initiatives aimed at the growth of the sport.

Through its extended partnership with UEFA, Hisense aims to connect with audiences worldwide and continue delivering high-quality multimedia products, home appliances, and intelligent IT solutions that enhance the viewing and participation experience of football fans.