Berlin – September 09, 2026 -- Haier has secured exclusive global rights across home appliances, TVs and commercial screens for UEFA club competitions, becoming a global partner of the UEFA Champions League starting from the 2027/28 season through 2030/31.
Haier locks in four-year rights deal spanning multiple UEFA competitions
The agreement with commercial rights body UC3 runs from July 1, 2027 to June 30, 2031, covering the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals. UC3 combines UEFA with the European Football Clubs group, representing more than 800 clubs, to manage media, sponsorship and licensing rights for elite men's and women's club competitions.
Haier positions deal as consumer-relationship strategy, not just sponsorship
Wang Meiyan, Vice President and Chief Brand Officer at Haier Group, called the partnership a key milestone in the company's global brand strategy, aiming to connect smart-technology products with everyday consumer life. UC3 director Guy-Laurent Epstein said Haier's international footprint and innovation capability make it an ideal partner for expanding fan engagement worldwide.
Haier operates in over 200 countries, leads major appliance sales for 17 straight years
Since entering international markets in 1991, Haier has built local operations in more than 200 countries and regions, holding the leading market position in over 30 of them. The company runs 10 R&D centers, 35 industrial parks and 173 manufacturing centers globally. Haier has ranked as the world's No. 1 major appliance brand by retail sales volume for 17 consecutive years and has appeared in the Kantar BrandZ Top 100 most valuable global brands list for eight consecutive years.
Deal extends two-decade sports marketing portfolio including PSG and Liverpool
Haier's existing sports partnerships include football clubs Paris Saint-Germain and Liverpool, alongside international events such as the Australian Open and Roland Garros. The company has also expanded into badminton, marathon running, cricket and basketball sponsorships. The UEFA partnership was unveiled at IFA 2026 in Berlin, a major global consumer electronics and home appliance trade fair.