Haier has announced a four-year global partnership with the UEFA Champions League, covering the home appliances, televisions and commercial display screens categories.
The partnership, which begins on July 1, 2027 and runs until June 30, 2031, will give Haier exclusive worldwide rights across those categories for a range of UEFA club competitions.
These include the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals.
The agreement was announced at IFA 2026 in Berlin and has been described by Haier as part of its strategy to develop stronger connections with consumers globally.
“This partnership represents a key milestone in Haier’s global brand strategy,” said Wang Meiyan, vice president and chief brand officer of Haier Group. “The UEFA Champions League brings together millions of fans around the world through a shared pursuit of excellence.
“Through this collaboration, we aim to bring the passion and spirit of champions closer to consumers’ everyday life, creating new possibilities through intelligent technologies.”
Guy-Laurent Epstein, co-managing director at UC3, said: “We are delighted to welcome Haier as a new global partner of the UEFA Champions League. Its international presence, ability to innovate and ambition to create increasingly relevant experiences for people make Haier an ideal partner for the competition.
“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 said its sports partnerships have developed over more than two decades, with its portfolio including football clubs Paris Saint-Germain and Liverpool Football Club, as well as sporting events such as the Australian Open and Roland-Garros.
The company said its technology strategy is also increasingly focused on AI, connected products and smart living ecosystems, moving beyond individual product innovation towards more integrated experiences across the home.
Haier entered international markets in 1991 and currently operates across more than 200 countries and regions, with leading positions in more than 30 markets. It has 10 R&D centres, 35 industrial parks and 173 manufacturing centres worldwide, according to the company.
The UEFA partnership will run across the 2027/28, 2028/29, 2029/30 and 2030/31 seasons.