September 4 – Chinese consumer electronics and home appliances brand Hisense has become the eighth global sponsor for Euro 2028.
Euro 2028 will be Hisense’s fourth Euro finals, the first was in 2016.
Only founded in 1969, the Chinese brand has rapidly grown into a major player in Europe and over the past 10 years, has put the Euro Championships at the centre of its European marketing spend.
Guy-Laurent Epstein, UEFA executive director of marketing, said: “Their sustained commitment to European football across four consecutive UEFA EURO tournaments demonstrates the strength of our relationship and a shared ambition to create meaningful experiences for fans – and we look forward to making UEFA EURO 2028 memorable together.”
Hisense joins a global sponsorship roster that include adidas (sportswear and official match ball), Alibaba Group (e-commerce and technology partner), Atos (IT and digital services), Carlsberg (official beer partner), Coca-Cola (official non-alcoholic beverage partner), Lidl (official fresh food retail partner), and Visit Qatar (Tourism promotion).
Under the new agreement, Hisense “will continue to bring its expertise in display technology and consumer innovation to UEFA EURO 2028, helping connect fans with the tournament through engaging experiences both in stadiums and at home”, said a UEFA press release.
Announced at the consumer electronics and home appliances trade show IFA Berlin this week, Hisense promoted its sponsorship with a dedicated EURO 2028 activation zone at the Hisense booth, showcasing interactive football-themed experiences alongside its latest technology.
Catherine Fang, Vice President of Hisense Group and President of Hisense Global Commercial Center, said: “As the first Chinese sponsor of the UEFA EURO, over the past decade we have grown beyond pure brand sponsorship to become UEFA’s dedicated display technology partner, progressing hand-in-hand. Through cutting-edge technology and immersive experiences, we bring audiences closer to the thrill of football. Looking ahead, we are eager to write the next chapter together with UEFA, creating more meaningful moments for fans everywhere.”
No value was given for the sponsorship.
Euro 2028 will be co-hosted by England, Scotland, Wales, and the Republic of Ireland from June 9 to July 9. Matches will be played across nine stadiums. Contact the writer of this story at paul.nicholson@insideworldfootball.com
