Haier UEFA Partnership
Haier Secures Global Partnership With UEFA Champions League Through 2031 Season
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Haier, the world's No. 1 major home appliance brand, has secured a four-year global partnership with the UEFA Champions League starting in the 2027/28 season Toronto Sun. The deal, announced at IFA 2026 in Berlin, grants Haier exclusive worldwide rights in home appliances, televisions, and commercial display screens through June 30, 2031 Leader Post. The partnership marks Haier's bid to evolve from a traditional appliance maker into a lifestyle brand connected to global sports culture.
Haier's sponsorship extends across all UEFA club competitions, making it one of the highest-profile tech-brand deals in European football Seaforth Huron Expositor. The Chinese multinational will also partner with individual clubs including Liverpool FC and Paris Saint-Germain, cementing its presence in world football at both the league and team level Daily Herald Tribune.
From Appliance Maker to Global Sports Brand
Haier has held the No. 1 ranking in major home appliances for 17 consecutive years, according to Euromonitor International Hanover Herald. The UEFA Champions League deal reflects a strategic shift. Rather than simply selling refrigerators and washing machines, Haier wants to connect its products to the passion and excitement of elite football Recorder. Wang Meiyan, Haier's Vice President and Chief Brand Officer, called the sponsorship a "key milestone" in bringing "the passion and spirit of champions closer to consumers' everyday life" Ottawa Sun.
Haier's strategy, branded "Play with the Number Ones," already includes sponsorships with the ATP Tour, Roland-Garros, and European soccer leagues like Serie A and La Liga PR Record Gazette. The Champions League partnership is the crown jewel. It gives Haier a platform to showcase smart-home innovations and connect its hOn digital platform directly to millions of football fans worldwide White Court Star.
Exclusive Rights Across Home Technology Categories
Haier's sponsorship gives it exclusive, worldwide rights in three key categories: home appliances, televisions, and commercial display screens Clinton News Record. This exclusivity means no rival brands can use the Champions League name in those categories. The partnership covers not just the main UCL competition but also the UEFA Super Cup, UEFA Youth League Finals, and UEFA Futsal Champions League Finals Northern News.
The four-year deal runs from July 1, 2027, through June 30, 2031, spanning the exact period when UEFA's new expanded 36-team format will drive record-breaking viewership and sponsorship demand The Whig. Haier's timing captures this growth window, giving the brand visibility during four seasons of expanded group-stage play that will create more matchdays and more marketing opportunities Calgary Sun.
Individual Club Partnerships Deepen Fan Engagement
Beyond the league-wide deal, Haier has signed separate partnerships with two of Europe's biggest clubs: Liverpool FC and Paris Saint-Germain Owen Sound Sun Times. Guy-Laurent Epstein, Co-Managing Director of UC3 (UEFA's commercial entity), praised Haier's "international presence, ability to innovate, and ambition to create increasingly relevant experiences" Pembroke Observer. These club deals let Haier connect directly with passionate fan bases in the Premier League and Ligue 1.
Ben Latty, Liverpool FC's Chief Commercial Officer, welcomed Haier, citing alignment between the brand's global reach and Liverpool's international fan base Owen Sound Sun Times. The multi-level sponsorship—league partnership plus individual club deals—positions Haier to create co-branded smart appliances, deliver matchday content through its hOn digital platform, and activate in retail markets where football fans shop Recorder.
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