Berlin – September 08, 2026 -- Hisense will remain an official partner of UEFA EURO 2028, marking the fourth consecutive UEFA European Championship the electronics manufacturer has sponsored since 2016.
Hisense extends sponsorship run to four straight UEFA EURO tournaments
The company announced the extension at IFA 2026 in Berlin, continuing a partnership that began at UEFA EURO 2016 and has since expanded to cover UEFA EURO and FIFA World Cup tournaments in 2018, 2022 and 2026. Hisense positions itself as the first Chinese sponsor of the UEFA EURO tournament and has evolved into UEFA's dedicated imaging technology partner over the past decade.
Executives frame the deal as a decade-long strategic alliance
Catherine Fang, Hisense Group Vice President and President of the Hisense Global Marketing Center, said the partnership has moved beyond brand sponsorship into a specialized imaging-technology collaboration with UEFA. UEFA Marketing Director Guy-Laurent Epstein said the continued support across four consecutive EURO tournaments demonstrates the strength of the relationship and a shared ambition to deliver experiences for fans.
IFA 2026 booth features dedicated UEFA EURO 2028 activation zone
Visitors to the Hisense stand at IFA 2026 can access a football challenge area with goal recording and automatically generated shareable photos, tied to the tournament activation. Hisense is also an official sponsor of the FIFA World Cup 2026.