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 positions the deal as a shift from brand visibility to consumer relationship-building
Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, called the partnership "a key milestone in Haier's global brand strategy," saying the company aims to bring "the passion and spirit of champions" into everyday consumer life through smart technology. Guy-Laurent Epstein, co-managing director of UC3, said Haier's international footprint and innovation capability made it "the ideal partner for the tournament."
Haier reported $59.8 billion in global revenue for 2025
Haier operates in more than 200 countries and regions and holds leading market positions in over 30 markets. Its global infrastructure includes 10 R&D centers, 35 industrial parks and 173 manufacturing sites. The company has ranked first worldwide by retail volume in major appliances for 17 consecutive years according to Euromonitor, and has been listed among Kantar BrandZ's 100 most valuable global brands for eight straight years.
Football sponsorship builds on a two-decade sports marketing portfolio
Haier has previously partnered with football clubs including Paris Saint-Germain and Liverpool Football Club, alongside events such as the Australian Open and Roland-Garros. The company has also expanded into badminton, marathon running, cricket and basketball sponsorships across various markets. The UEFA agreement marks its entry into elite European club football's commercial rights structure, which UC3 manages on behalf of UEFA and the European Football Clubs association representing more than 800 clubs.