Haier Scores Major UEFA Champions League Global Sponsorship Deal
Haier secures a four-year global UEFA partnership from 2027 to 2031, gaining exclusive category rights across top European club football competitions.
Sandhya
Haier has officially teamed up with UEFA in a milestone global agreement, becoming an official partner of the UEFA Champions League alongside several prestigious European club competitions starting in mid-2027.
Powering European Football's Biggest Stages
The four-year partnership officially kicks off on July 1, 2027, running through June 30, 2031. Under the agreement, Haier secures exclusive worldwide marketing and sponsorship rights across three key product sectors:
- Home Appliances
- Televisions
- Commercial Display Screens
The deal encompasses a suite of premier UEFA events beyond the UEFA Champions League, including the UEFA Super Cup, the UEFA Youth League Finals, and the UEFA Futsal Champions League Finals.
Connecting Smart Tech with Matchday Passion
This collaboration marks a significant strategic pivot for Haier as it transforms from a globally recognized appliance manufacturer into a lifestyle brand deeply connected with everyday consumer culture.
By bridging elite European football with next-generation smart home innovations, Haier plans to bring the stadium atmosphere directly into living rooms, merging high-performance sports entertainment with intelligent living solutions worldwide.
