The announcement at IFA 2026 in Berlin marks the fourth consecutive European Championship supported by the brand. Catherine Fang, Vice President of Hisense Group, described the relationship as a decade of evolution, emphasizing that the company now focuses on integrating its display technology into the fan experience rather than traditional branding alone. Guy-Laurent Epstein, UEFA’s marketing director, noted that the sustained partnership underscores a shared ambition to enhance the tournament experience for audiences across the continent.

At the current IFA exhibition, Hisense has launched an interactive activation zone to showcase how its latest hardware, including its RGB MiniLED lineup, intersects with sports engagement. The company currently holds the top global market share in the 100-inch and larger television segment, a position it intends to leverage as it continues its strategy of using global sports platforms to drive consumer product visibility. For UEFA, the deal provides stability in its commercial roster as it prepares for the 2028 cycle, with the governing body continuing to channel the vast majority of its revenue back into grassroots and professional football development.