Haier Strikes Massive UEFA Champions League Deal
The four-year deal gives Haier exclusive worldwide rights in home appliances, televisions and commercial display screens across UEFA club competitions.
- On Friday, Haier announced a four-year global partnership with UC3 to become a Global Partner of the UEFA Champions League, running from July 1, 2027, through June 30, 2031.
- Unveiled during IFA 2026 in Berlin, the collaboration marks Haier's transition from a globally recognized appliances company toward developing deeper relationships with consumers worldwide through intelligent living.
- The partnership encompasses the UEFA Champions League, UEFA Super Cup, and UEFA Youth League Finals. Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, said "This partnership represents a key milestone in Haier's global brand strategy."
- Guy-Laurent Epstein Co-Managing Director of UC3 said, "We are delighted to welcome Haier as a new global partner of the UEFA Champions League," as UC3 manages commercial rights for UEFA's club competitions.
- Building on past collaborations with Paris Saint-Germain and Liverpool Football Club, Haier continues expanding its sports portfolio to deepen consumer connections through globally recognized events and locally tailored experiences.
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51 Articles
Derbyshire Times
Haier strikes massive UEFA Champions League deal
Haier has announced a major four-year global partnership with UEFA Champions League, in a move set to bring the world of elite football even closer to consumers.
Haier will become a global partner of the UEFA Champions League from 2027/28 with a four-year agreement valid until 2031.
Haier Announces Global Partnership with UEFA Champions League - Business News Week
New brand building milestone deepens Haier’s global consumer connections BERLIN, Sept. 4, 2026 /PRNewswire/ — Haier, the world’s No.1 major home appliances brand, today announced a global partnership with UC3, under which Haier will become a Global Partner of the UEFA Champions League from the 2027/28 season through the 2030/31 season. The four-year partnership, running from […] The post Haier Announces Global Partnership with UEFA Champions Lea…
Haier joins the Champions League family as a new global partner for the 2027-2031 cycle, announced today by UC3, the joint venture between UEFA and the European Football Association (EFA) that manages the commercial rights to UEFA club competitions. | Champions League
Haier will be the UEFA Champions League Global Partner and other UEFA competitions from 2027 to 2031. Haier entry will be the UEFA Champions League Global Partner and other UEFA competitions from 2027 to 2031 was first published in Marketing Insider Review.
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