Haier Lands Global UEFA Champions League Partnership
Under the agreement, the four-year partnership runs from July 1, 2027, through June 30, 2031.
The arrangement grants Haier exclusive worldwide rights across home appliances, televisions, and commercial display screens for multiple UEFA club tournaments, headlined by the Champions League.
Connecting Intelligent Technologies With Global Fan Passion
According to Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, the collaboration marks a major step in the company’s worldwide marketing strategy.
Wang stated that the UEFA Champions League connects millions of fans globally through a shared pursuit of excellence, and noted that the partnership aims to bring the passion of champions into everyday consumer life through intelligent technologies.
Guy-Laurent Epstein, Co-Managing Director of UC3, welcomed the agreement, citing Haier’s international footprint, innovation capacity, and commitment to building relevant consumer experiences as qualities that make the brand an ideal partner for European football competitions.
A Vast Worldwide Manufacturing Footprint
Entered international markets in 1991, Haier established its global footprint by building proprietary brands rather than depending purely on product exports.
Today, the corporation operates across more than 200 countries and territories, holding leading market positions in over 30 regions. This operational scale relies on a global infrastructure featuring 10 research and development centers, 35 industrial parks, and 173 manufacturing facilities worldwide.
Consecutive Retail Dominance and Brand Rankings
Market data cited in the announcements shows Haier ranked as the world’s leading major appliances brand by retail volume for 17 consecutive years.
Additionally, the company has appeared on the Kantar BrandZ Top 100 Most Valuable Global Brands list for eight consecutive years.
Expanding a Long-Running Sports Marketing Portfolio
The Champions League agreement extends a long-running sports marketing portfolio for Haier.
Over the past two decades, the brand has established partnerships with prominent football clubs including Paris Saint-Germain and Liverpool Football Club, alongside major international sporting competitions such as the Australian Open and Roland-Garros.
By integrating sports marketing with technological advancements in artificial intelligence and smart home ecosystems, Haier aims to deepen consumer relationships as the brand transitions from standalone product manufacturing toward integrated, connected living solutions.
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