UEFA today announced that Hisense, a leading global brand in consumer electronics and home appliances, will continue its long-standing association with European football as an Official Partner of UEFA EURO 2028.
The agreement extends a partnership that began ahead of UEFA EURO 2016 and will see Hisense support its fourth consecutive UEFA European Football Championship. Over the past decade, the partnership has evolved across multiple UEFA EURO tournaments, reflecting a shared commitment to enhancing the fan experience through innovation and technology.
Guy-Laurent Epstein, UEFA executive director of marketing, said: “We are delighted to continue our partnership with Hisense for UEFA EURO 2028. 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.”
As part of the renewed 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.
Catherine Fang, Vice President of Hisense Group and President of Hisense Global Commercial Center, added: “Great partnerships are built over time, and our journey with UEFA reflects that belief. 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.”
The announcement was made at IFA 2026 in Berlin, where visitors will be able to experience a dedicated UEFA EURO 2028 activation zone at the Hisense booth, showcasing interactive football-themed experiences alongside Hisense’s latest technological innovations.
