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Haier Becomes Global UEFA Champions League Partner Through 2031

Haier Becomes Global UEFA Champions League Partner Through 2031

Berlin – September 09, 2026 -- Haier has signed a four-year global partnership with UC3 to become an official global partner of the UEFA Champions League, covering the 2027/28 through 2030/31 seasons, the appliance maker announced at IFA 2026 in Berlin.

Deal grants Haier exclusive worldwide category rights from July 2027 to June 2031

The agreement runs from July 1, 2027 to June 30, 2031 and gives Haier exclusive global rights across home appliances, televisions and commercial screens within a portfolio of UEFA club competitions. Beyond the UEFA Champions League itself, the rights extend to the UEFA Super Cup, the UEFA Youth League Final and the UEFA Futsal Champions League Final.

Haier Becomes Global Partner of UEFA Champions League Through 2031

Haier Becomes Global Partner of UEFA Champions League Through 2031

Berlin – September 08, 2026 -- Haier has secured exclusive worldwide sponsorship rights in the home appliances, televisions and commercial display screens categories for the UEFA Champions League and related UEFA club competitions, under a four-year agreement with commercial rights holder UC3 running from July 1, 2027 to June 30, 2031.

Haier locks in exclusive category rights across UEFA club competitions

The deal covers the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals starting the 2027/28 season. Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, called the agreement a milestone in the company's global brand strategy, framing the partnership as a way to link intelligent-living technology with the competition's global fan base.