UEFA and Hisense jointly announced in Berlin that Hisense has officially become the Global Official Partner of UEFA Euro 2028. This marks Hisense’s fourth consecutive Euro sponsorship since 2016, a first among Chinese enterprises. It demonstrates Hisense’s commitment to globalisation and building an independent brand through long-termism, as it strides toward becoming a world-class brand.
Building on their long-standing partnership, Hisense and UEFA will further deepen joint innovation, co-develop cutting-edge technologies to deliver a more immersive and spectacular viewing experience for consumers worldwide. The two sides will also expand social welfare initiatives to convey warmth and trust.
Concurrent with the Euro 2028 partnership announcement, Hisense unveiled its AI Companion Suite. It represents a major product milestone following Hisense’s upgraded AI strategy, shifting from “passively responsive smart devices” to “proactively serving intelligent home companions”.
Becoming UEFA Euro 2028 Global Official Partner stands as another milestone in Hisense’s decade-long journey engaging with premier sports events. Back in 2016, Hisense became the first Chinese home appliance brand to sponsor the UEFA European Championship. Over the past decade, Hisense has evolved from perimeter advertising boards to VAR display technology collaboration, transitioning from “being seen” to “being trusted”. It has also spearheaded Chinese enterprises’ deeper engagement with world-class sporting competitions, serving as a powerful example of Chinese brands stepping onto the global stage.
UEFA Euro 2028 will take place from 9 June to 9 July 2028 across nine stadiums in the United Kingdom and Ireland. Ten years of deep engagement with top-tier sports competitions have boosted Hisense’s comprehensive global capabilities covering branding, distribution, products and services, winning growing recognition and trust from users around the world.
