Haier to become UEFA Champions League Global Partner from 2027 to 2031
Haier, the world’s No. 1 smart home enterprise by revenue, according to Euromonitor International, today announced a new four-year strategic partnership with UC3 at IFA 2026, under which the brand will become a Global Partner of the UEFA Champions League from the 2027/28 season.
Running from 1 July 2027 to 30 June 2031, the agreement will grant Haier exclusive worldwide rights in the home appliances, televisions and commercial display screens categories and will also cover the UEFA Super Cup, UEFA Youth League finals and UEFA Futsal Champions League finals.
The partnership builds on Haier’s established global leadership, brand strength and international scale. Haier is the world’s only IoT Ecosystem Brand to have been ranked among the Kantar BrandZ Top 100 Most Valuable Global Brands for 8 consecutive years. Haier Smart Home has also been included in the Fortune Global 500 for 9 consecutive years, further reflecting the scale and strength of the business worldwide. By combining Haier’s innovation leadership and global presence with the reach and prestige of the UEFA Champions League, the agreement brings together two leaders in their respective fields.
A NEW CHAPTER IN HAIER’S GLOBAL SPORTS SPONSORSHIP
The partnership marks a significant new step in Haier’s established sports sponsorship, enabling the brand to connect with people through the passions that matter most to them. For Haier, sports partnerships are not simply a route to greater visibility. They are long-term strategic platforms that translate shared values into meaningful content, initiatives and opportunities to engage fans, consumers and communities worldwide. This philosophy underpins “Play with the Number Ones”, the platform that brings Haier’s sports partnerships together around a common ambition: to stand alongside competitions, organisations and leading figures that represent the highest standards of performance and the continuous pursuit of excellence.
The partnership with the UEFA Champions League takes this strategy to a new level, expanding Haier’s ability to connect with millions of football fans across international markets. It also reflects the ambition behind “More Creation, More Possibilities”, Haier’s brand manifesto, which expresses how innovation and technology can open new possibilities and create more meaningful experiences for people.
“Haier’s relationship with people extends beyond its products and the home. Sport is a universal language that creates shared emotions and brings together countries, cultures and generations. The UEFA Champions League gives us an extraordinary platform to connect with fans and consumers worldwide, turning shared values such as ambition, performance, innovation and excellence into tangible and memorable experiences. This partnership marks another important step in our global sports strategy and will enable us to build even more relevant and lasting relationships with people,” said Wang Meiyan, Vice President and Chief Brand Officer, Haier Group.
“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”, said Guy-Laurent Epstein Co-Managing Director, UC3.
AN INTERNATIONAL PLATFORM TO REACH AND ENGAGE MILLIONS OF FANS
As a Global Partner, Haier will gain broad and sustained visibility across the partnered UEFA competitions, reaching millions of fans through matches, international broadcasts, and major moments across digital and social platforms. The partnership will combine the global reach of the UEFA Champions League with locally relevant activations tailored to individual markets and audiences. Haier will be able to develop global and local campaigns, co-branded content, digital initiatives and consumer-focused activities across Europe, Asia-Pacific, the Middle East, Africa and the Americas.
The value of the agreement will extend well beyond brand exposure. Haier will be able to engage supporters throughout the fan journey – from the build-up to matchday and the at-home viewing experience, through to live events and initiatives developed in local markets. Haier’s connected appliances, televisions and broader portfolio of solutions will create a natural bridge between innovation, home entertainment and the emotion of football, enhancing the way fans experience and share the game.
TOWARDS THE 2027/28 SEASON
Over the coming months, Haier and UC3 will work together to develop a global communications and activation programme, with initiatives tailored to individual markets and designed to engage fans, consumers and commercial partners. Further details of the campaigns and activities will be announced ahead of the 2027/28 season.
