The Union of European Football Associations (UEFA) has extended its partnership with the consumer electronics giant, Hisense.
This agreement marks a first for UEFA, granting Hisense exclusive rights to provide the official screens for the Video Assistant Referee (VAR) system at UEFA EURO 2024.
VAR is a crucial tool in modern football, utilizing video replays and specialized referees to assist the on-field official in making critical calls during matches. This technology is especially important in high-pressure situations involving goals, penalty decisions, red cards, and mistaken identity.
Under the terms of the agreement, the consumer electronics entity will equip the central VAR room in Leipzig, Germany with cutting-edge screens. These screens will be vital for the VAR team as they analyze match footage and make recommendations to the on-field referee.
Guy-Laurent, Marketing Director of UEFA, said, “UEFA is delighted that Hisense is committed to European National Team football by, amongst others, providing the VAR screens for the tournament. The Hisense cutting-edge screen technology will support the VAR refereeing teams to review and assist on-field decisions ensuring greater fairness at the upcoming UEFA EURO 2024.”
This partnership reinforces Hisense’s existing role as a UEFA EURO 2024 partner, further solidifying the brand’s commitment to cutting-edge technology and excellence in consumer electronics.
During the tournament, video match officials will be stationed at the International Broadcasting Center in Leipzig, where they will utilize Hisense screens to review plays. Furthermore, Hisense has secured branding and design rights for all pitch-side referee review screens. This means that the Hisense brand will be prominently displayed at stadiums during VAR reviews, on the field and on giant screens.
Headquartered in Qingdao, China, Hisense is a global leader in consumer electronics. The company offers products, including televisions, refrigerators, air conditioners, and smartphones. Having achieved rapid growth, Hisense now operates in over 160 countries.
As an official partner of Euro 2024, Hisense joins a prestigious group of global sponsors that includes AliExpress, Unilever, Visit Qatar, BYD, Qatar Airways, vivo, Engelbert Strauss, Coca-Cola, Atos, Betano, and Lidl.
Euro is the pinnacle of national team football for men in Europe. Germany will host the 2024 edition from June 14 to July 14, 2024.