Haier Forges Global Partnership with UEFA Champions League
This strategic partnership strengthens the Haier brand whilst deepening its relationship with consumers around the world.
Berlin, (ANTARA/PRNewswire) - Haier, the world’s number one home appliance brand, today announced a global partnership with UEFA Club Competitions (UC3). Under this collaboration, Haier will become a Global Partner of the UEFA Champions League from the 2027/28 season through to 2030/31.
The four-year partnership, running from 1 July 2027 to 30 June 2031, grants Haier exclusive global rights as the official partner for the home appliance, television, and commercial display product categories across various UEFA club competitions, including the UEFA Champions League.
Beyond a business collaboration, the partnership marks Haier’s step in evolving from a globally recognised home appliance manufacturer into a brand that builds closer relationships with consumers across the world.
“This collaboration represents an important development in Haier’s brand development strategy in the global market,” said Wang Meiyan, Vice President and Chief Brand Officer of Haier Group. “The UEFA Champions League unites millions of fans around the world with the same passion for achieving excellence. Through this partnership, we want to bring the spirit and passion of champions closer to consumers’ everyday lives, whilst unlocking new possibilities through smart technology.”
“We are delighted to welcome Haier as a new global partner of the UEFA Champions League. Its international reach, capacity for innovation, and ambition to deliver increasingly relevant experiences make Haier an ideal partner for this competition. By working together, we want to open up new opportunities to engage fans around the world and bring them closer to our competitions, whilst celebrating the spirit, excellence, and emotional bonds that make European football so special,” said Guy-Laurent Epstein, Co-Managing Director of UC3.
Strengthening Global Presence, Deepening Consumer Relationships
Haier began venturing into international markets in 1991 and became one of the first Chinese companies to pursue global growth by developing its own brand, rather than merely exporting products. In recent decades, Haier has expanded its reach to more than 200 countries and regions, and leads in more than 30 markets.
This expansion is supported by a global network comprising 10 R&D centres, 35 industrial parks, and 173 manufacturing centres. Leveraging its global scale and understanding of local market characteristics, Haier develops products, solutions, and experiences tailored to the needs of consumers in each market.
This global strategy has also strengthened Haier’s position on the international stage. For 17 consecutive years, Haier has been recorded as the world’s number one home appliance brand by retail sales volume. Haier has also been listed in the “Kantar BrandZ Top 100 Most Valuable Global Brands” for eight consecutive years.
With this foundation, Haier will continue to expand its presence in the premium segment, developing brands, products, and solutions that follow changing consumer needs whilst opening up new possibilities for an increasingly smart way of life.
Driving Technological Innovation, Building Closeness Through Sport
Technology has been one of the main drivers of Haier’s global expansion. As AI becomes increasingly integrated into products, connected devices, and its ever-growing smart lifestyle ecosystem, Haier has begun shifting its focus from innovation in individual products towards more integrated experiences throughout the home.
Technological developments in daily life and the significant role of sport in people’s lives have opened opportunities for Haier to build closer relationships with consumers. For more than two decades, Haier has developed a global sports partnership portfolio encompassing several leading football clubs, such as Paris Saint-Germain and Liverpool Football Club, as well as international sporting events including the Australian Open and Roland-Garros.
In line with its development, Haier’s strategy of using sport as part of its marketing programme has also changed. Whereas it previously focused more on increasing brand visibility, Haier now uses sport to build increasingly close relationships with consumers through global sports partnerships and experiences tailored to the characteristics of each market. Its portfolio is no longer limited to football and international sporting events, but has expanded into various other disciplines, including badminton, marathon running, cricket, and basketball.
The partnership with various UEFA club competitions, including the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals, and UEFA Futsal Champions League Finals, is the next step in that journey. By combining the spirit and excellence of world-class football with the possibilities of smart living, Haier aims to deliver experiences that go beyond the stadium and become part of consumers’ daily lives.
The partnership, announced by Haier at IFA 2026 in Berlin, one of the world’s leading consumer electronics and home appliance trade shows, further reinforces Haier’s commitment to building relationships with consumers worldwide. Together with the UEFA Champions League, Haier will bring the spirit of champions into smart living whilst creating new experiences for consumers and fans across the globe.
ABOUT HAIER GROUP
Founded in 1984, Haier Group is a global solutions provider that improves quality of life and drives digital transformation. Haier embraces the purpose of “More Creation, More Possibilities”. Haier now has 10 R&D centres, 35 industrial parks, and 173 manufacturing centres, and recorded global revenue of US$59.8 billion in 2025. Haier has been listed in the “Kantar BrandZ Top 100 Most Valuable Global Brands” for eight consecutive years. The company also holds the number one position in the “Global Major Appliances Brand” category according to Euromonitor International for 17 consecutive years. Haier has eight listed companies on stock exchanges. One of its subsidiaries, Haier Smart Home, is also listed in the “Fortune Global 500” and “Fortune World’s Most Admired Companies”.
ABOUT UC3
UC3 brings together UEFA, European football’s governing body, and European Football Clubs (EFC), representing more than 800 top European clubs, in a new vision to manage the commercial rights of UEFA club competitions (UCCs). As a commercial entity, UC3 is responsible for generating revenue from the UCCs and creating added value for its partners. UC3 manages all commercial rights of UEFA’s elite men’s and women’s club competitions, from management and sales to execution, including media rights, sponsorship agreements, and licensing.