The partnership, which runs from July 1, 2027, to June 30, 2031, covers home appliances, televisions, and commercial display screens. Beyond the Champions League, the deal encompasses the UEFA Super Cup, the UEFA Youth League Finals, and the UEFA Futsal Champions League Finals. Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, described the move as a milestone in the company’s brand strategy, aiming to bridge the gap between high-level athletic performance and intelligent home living.

Guy-Laurent Epstein, Co-Managing Director of UC3, noted that Haier’s international reach and innovation focus align with UEFA’s goal of deepening fan engagement. This collaboration follows Haier’s history of sports marketing, which has previously included partnerships with Paris Saint-Germain, Liverpool FC, and tournaments like the Australian Open and Roland-Garros. For Haier, the move is a logical extension of its transition from a manufacturer of appliances to a provider of interconnected smart home ecosystems.

Haier currently operates a network comprising 10 R&D centers and 173 manufacturing sites globally. Having held the top spot in retail volume for major appliances for 17 consecutive years, the company is now leveraging its scale to integrate AI-driven solutions into the everyday lives of sports fans. The announcement, made at the IFA 2026 exhibition in Berlin, signals an intent to maintain its presence in premium global markets while evolving alongside shifting consumer expectations.