Haier Signs Four Year Global Partnership with UEFA Champions League

Global home appliance and smart living company Haier has announced a major four year partnership with the UEFA Champions League, becoming a Global Partner of European football's premier club competition from the 2027/28 season through to 2030/31.

The agreement, announced in Berlin during IFA 2026, will run from July 1, 2027 until June 30, 2031 and gives Haier exclusive worldwide rights across the home appliances, television and commercial display screen categories in selected UEFA club competitions.

The partnership will extend beyond the UEFA Champions League to include the UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals, giving Haier access to some of the biggest audiences in world football.

For Haier, the deal represents another significant step in its strategy of using elite sport to strengthen its global consumer brand and deepen its connection with football fans around the world.

Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, said the partnership marked an important moment in the company's international brand strategy. The UEFA Champions League brings together millions of fans globally and provides one of the world's most powerful platforms for brands seeking international visibility and engagement.

Guy Laurent Epstein, Co Managing Director of UC3, said Haier's international presence, innovation capabilities and ambition to create increasingly relevant consumer experiences made the company a strong fit for the competition and its global audience.

The agreement also highlights the growing commercial value of football sponsorship, particularly for technology, consumer electronics and home appliance companies seeking to connect their products with global audiences.

Haier has increasingly expanded its presence in international sport and football, building partnerships that allow the company to connect its technology and smart living strategy with the passion and global reach of major sporting competitions. The latest UEFA agreement positions the company alongside one of the most valuable properties in world sport.

The UEFA Champions League remains the flagship competition of European club football, attracting some of the world's leading clubs, players and broadcasters while generating enormous international audiences across television, streaming and digital platforms.

For UEFA and its commercial partners, the arrival of another major global brand underlines the continued strength of the Champions League as a sponsorship platform. The partnership was unveiled at IFA 2026 in Berlin, one of the world's largest consumer electronics and home appliance exhibitions, bringing together Haier's technology ambitions and the commercial power of elite European football.

As the 2027/28 season approaches, football fans can expect Haier's presence to become increasingly visible across UEFA club competitions, stadium activations, broadcasts and wider fan engagement initiatives.

The deal represents not simply another sponsorship agreement, but a further indication of how the world's biggest sporting competitions are becoming central platforms for global technology and consumer brands seeking direct connections with international audiences.