Haier Signs Four Year UEFA Champions League Deal

Haier has announced a global partnership with UC3 that will make the home appliances group a Global Partner of the UEFA Champions League from the 2027/28 season to the 2030/31 season. The four-year agreement runs from 1 July 2027 to 30 June 2031 and provides exclusive worldwide rights across home appliances, televisions and commercial display screens. Unveiled at IFA 2026 in Berlin, the deal covers a range of UEFA club competitions and forms part of Haier’s effort to build closer consumer relationships internationally. Haier operates across more than 200 countries and regions, supported by 10 R&D centres, 35 industrial parks and 173 manufacturing centres.

Global Rights Across Competitions

The agreement extends beyond the UEFA Champions League to include the UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals. Haier described the arrangement as a brand-building milestone that links elite football with its intelligent living proposition.

Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, said:

“This partnership represents a key milestone in Haier's global brand strategy. 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.”

Consumer Connections Through Sport

Haier has built a sports partnership portfolio over more than two decades, including relationships with Paris Saint-Germain, Liverpool Football Club, the Australian Open and Roland-Garros. Its activities across markets also include badminton, marathon running, cricket and basketball.

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 Announces Global Partnership with UEFA Champions League.

Technology And International Scale

Since entering international markets in 1991, Haier has pursued overseas growth through its own brands. The company holds leading positions in more than 30 markets and has ranked as the world’s No.1 major appliances brand by retail volume for 17 consecutive years.

Haier is also expanding from individual product innovation towards integrated experiences across the home as AI becomes more closely embedded in products, connected scenarios and smart living ecosystems. The UEFA partnership positions the company to connect that technology focus with football audiences around the world.

A New Brand Building Chapter

The partnership reflects Haier’s plans to strengthen its presence in premium markets while developing products, solutions and experiences tailored to local consumer needs. By pairing the reach of UEFA club competitions with its intelligent living offer, the company aims to create consumer and fan experiences that extend beyond the stadium.