Hisense Renews UEFA EURO Partnership for 2028
Hisense UEFA EURO 2028 partnership extends the consumer electronics brand’s support for a fourth consecutive European Championship.
Hisense has renewed its partnership with UEFA, becoming an Official Partner of UEFA EURO 2028. Announced at IFA 2026, the agreement marks the fourth consecutive UEFA European Championship supported by the consumer electronics and home appliances company. Hisense’s football sponsorship activity began with UEFA EURO 2016 and has since included subsequent EURO tournaments and the FIFA World Cups in 2018, 2022 and 2026. The latest agreement extends the brand’s presence around major international football events.
A Fourth Consecutive EURO
The partnership will see Hisense continue its association with European football through UEFA EURO 2028. UEFA is the governing body of European football and a not-for-profit organisation supporting the game across its 55 member associations. The organisation invests 97.5% of its revenue in football-related activities, projects and initiatives.
Guy-Laurent Epstein, UEFA marketing director at UEFA, said:
“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. We look forward to working together to make the next EURO memorable.”
Fan Engagement At IFA
Visitors to the Hisense booth at IFA 2026 can explore a dedicated UEFA EURO 2028 activation zone. The installation includes a football challenge, with goals tracked and photos automatically generated for sharing. The activation sits alongside Hisense’s latest innovations and reflects its “Innovating a Brighter Life” vision.
Fazalur Rahman, Regional Marketing Director at Hisense Middle East & Africa, said:
“Football is the most watched sport in the world, and our renewed UEFA EURO partnership reflects our consistent commitment to staying close to our consumers around the moments that matter most to them. Following the excitement of the FIFA World Cup 2026, we are proud to continue this journey and to keep uplifting the way fans across the region experience the game. For us, sports sponsorship is far more than visibility. It is a platform to be close to our consumers, to support sport and wellbeing, and to deliver innovation and product excellence, whether that is bringing fans closer to every decision through technologies like VAR or ensuring the joy of football is accessible and inclusive for everyone.”
Continuing A Global Sports Programme
Founded in 1969, Hisense operates in more than 180 countries and specialises in multimedia products, home appliances and intelligent IT solutions. Its UEFA EURO 2028 commitment continues a global sports partnership programme that includes its role as official sponsor of the FIFA World Cup 2026™.
