UEFA ropes in Haier as new Champions League partner

The Union of European Football Associations has announced a multi-year partnership with Chinese consumer appliances brand Haier through UC3, the joint venture between UEFA and European Football Clubs (EFC).

The four-year partnership will see Haier serve as a Global Partner of the UEFA Champions League, starting from the 2027/28 season and set to run until the end of the 2030/31 season.

Haier will gain worldwide rights in the home appliances, televisions, and commercial display screens categories across a range of UEFA club competitions, including the Champions League, the Super Cup, the Youth League finals, and the Futsal Champions League finals.

Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, commented:

“This partnership represents a key milestone in Haier’s global brand strategy. The UEFA Champions League brings together millions of fans around the world through a shared pursuit of excellence. Through this collaboration, we aim to bring the passion and spirit of champions closer to consumers’ everyday life, creating new possibilities through intelligent technologies.”

Guy-Laurent Epstein Co-Managing Director, UC3, said:

“We are delighted to welcome Haier as a new global partner of the UEFA Champions League. Its international presence, ability to innovate and ambition to create increasingly relevant experiences for people make Haier an ideal partner for the competition. Together, we aim to develop new opportunities to engage fans around the world and bring them even closer to our competitions, while celebrating the emotion, excellence and sense of belonging that make European football unique.”