Haier has secured a four-year partnership with UEFA to become a global partner of the UEFA Champions League, extending its global sports marketing strategy into one of football’s most valuable commercial properties.
The agreement will run from 1 July 2027 through 30 June 2031, covering the 2027-28 to 2030-31 seasons. Haier will also hold partnership rights across the UEFA Super Cup, UEFA Youth League finals and UEFA Futsal Champions League finals.
As part of the agreement, Haier will hold exclusive global commercial rights in the home appliances, televisions and commercial display screens categories. The partnership gives the Chinese consumer electronics and home appliance company a worldwide platform to connect its technology portfolio with UEFA’s premier club competition and its international fan base.
Haier plans to activate the partnership through global and local campaigns, digital content, consumer experiences, live events and fan engagement initiatives across Europe, Asia-Pacific, the Middle East, Africa and the Americas.
Guy-Laurent Epstein, Co-Managing Director, 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.”
For Haier, the agreement represents a major step in its “Play with the Number Ones” global sports strategy. The company has built an increasingly extensive sports portfolio spanning football and tennis, including partnerships with Liverpool FC, Paris Saint-Germain and Serie A.
Wang Meiyan, Chief Brand Officer, Haier Group, added, “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.”
The commercial agreement was secured through UC3, the UEFA-ECA joint venture responsible for the commercialisation of UEFA men’s club competitions, with Relevent Football Partners acting as its global marketing and sales partner.
The partnership also offers Haier a strong strategic fit between football’s global audience and its core categories. By combining premium sports content with televisions, connected-home technology and appliances, Haier can use the Champions League not simply as a branding platform, but as a route to deeper consumer engagement and product integration.
The agreement will make UEFA Champions League sponsorship a central component of Haier’s global sports and brand-building strategy through 2031.
