Haier Secures Four-Year Global Partnership with UEFA Champions League

The deal, spanning from July 1, 2027, to June 30, 2031, covers home appliances, televisions, and commercial display screens. Haier plans to leverage the platform to integrate its smart living ecosystems into the cultural fervor surrounding European football, extending the brand’s reach beyond the stadium and into the daily routines of fans worldwide.

Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, described the collaboration as a milestone in the company’s evolution. By aligning with the UEFA Champions League, Haier aims to bridge the gap between elite athletic excellence and intelligent home technology. Guy-Laurent Epstein, Co-Managing Director of UC3, noted that the partnership was chosen for Haier’s international scale and sustained commitment to innovation.

This move builds on Haier’s existing sports marketing portfolio, which includes associations with Paris Saint-Germain, Liverpool FC, and major tournaments like Roland-Garros. Having maintained its status as the world’s top major appliance brand by retail volume for 17 consecutive years, Haier intends to use this high-profile visibility to accelerate its transition toward integrated smart-home experiences. The announcement, made at IFA 2026 in Berlin, signals a broader ambition to deepen consumer relationships through the shared passion of global sporting events.