A new brand building milestone strengthens Haier’s relationships with consumers worldwide
,/PRNewswire/ –Haier, the world’s leading major home appliance brand, today announced a global partnership with UC3 that will see Haier become a Global Partner of the UEFA Champions League from the 2027/28 season through the 2030/31 season.
The four-year partnership, which runs from July 1, 2027 to June 30, 2031, grants Haier exclusive global rights in the home appliance, television and commercial display categories across a range of UEFA club competitions, including the UEFA Champions League.
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This collaboration is more than just a commercial sponsorship: it represents Haier’s evolution from a globally recognized home appliance manufacturer to a company that is building closer relationships with consumers around the world.
“This partnership is an important milestone in Haier’s global brand strategy,” said Wang Meiyan, Vice President and Chief Brand Officer of the Haier Group. “The UEFA Champions League brings together millions of fans around the world in their shared pursuit of excellence. With this collaboration, we aim to bring the passion and spirit of champions closer to consumers’ everyday lives and create new possibilities through intelligent technologies.”
“We are delighted to welcome Haier as a new global partner of the UEFA Champions League. Its international presence, innovation and drive to create experiences that increasingly matter to people make Haier an ideal partner for the competition. Together we want to create new opportunities to engage fans around the world and connect them even more closely with our competitions, celebrating the emotions, excellence and sense of belonging that make European football so unique,” said Guy-Laurent Epstein, co-director of UC3.
From global recognition to global networking
Entering international markets in 1991, Haier was among the first Chinese companies to pursue global growth by building its own brands rather than relying on exporting products. Over the decades, Haier has established a strong local presence in more than 200 countries and regions and holds a leading position in over 30 markets.
This global presence is supported by a network of 10 research and development centers, 35 industrial parks and 173 manufacturing facilities worldwide. By combining global capabilities with local market understanding, Haier develops products, solutions and experiences tailored to the diverse needs of consumers in different markets.
This approach has led to continued recognition worldwide. Haier has been the world’s leading major household appliance brand by sales volume for 17 consecutive years and has been ranked among the “Kantar BrandZ Top100 Most Valuable Global Brands” for eight consecutive years.
Building on this track record, Haier will continue to expand its presence in premium markets while developing brands, products and solutions that meet evolving consumer expectations and create new opportunities for smart living.
Leading through technology, connected through sport
Technology has long been an important driver of Haier’s global development. As artificial intelligence increasingly finds its way into smart living products, connected scenarios and ecosystems, Haier is expanding its focus from innovation in individual products to more connected experiences across the entire home.
The interaction of technological development in everyday life and the great cultural importance of sport provides a strong basis for closer relationships with consumers. For more than two decades, Haier has built a global portfolio of sports partnerships that includes leading football clubs such as Paris Saint-Germain and Liverpool FC, as well as major international sporting events such as the Australian Open and Roland-Garros.
Over the years, Haier’s sports marketing has evolved from increasing brand awareness to building closer relationships with consumers through global sports partnerships and locally relevant experiences. Beyond football and established international sporting events, Haier has expanded its sports portfolio in various markets to include badminton, marathon running, cricket and basketball.
The partnership with the UEFA club competitions, including the UEFA Champions League, the UEFA Super Cup, the UEFA Youth League finals and the UEFA Futsal Champions League finals, represents the next step in this journey. By combining the passion and excellence of elite football with the possibilities of smart living, Haier aims to create experiences that go beyond the stadium and become part of consumers’ everyday lives.
The partnership, unveiled at IFA2026 in Berlin, one of the world’s leading consumer electronics and home appliance trade shows, underscores Haier’s commitment to building closer relationships with consumers worldwide. Together with the UEFA Champions League, Haier will combine the spirit of champions with smart living, creating new experiences for consumers and fans around the world.
INFORMATION ABOUT THE HAIER GROUP
Founded in 1984, the Haier Group is a global leader in solutions for a better quality of life and digital transformation and pursues the corporate purpose of “More creativity, more possibilities”. The company has built 10 research and development centers, 35 industrial parks and 173 manufacturing facilities, and achieved global sales of $59.8 billion in 2025. Haier has been included in the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years. In addition, Haier has been ranked first in the Euromonitor International Global Major Appliances Brand ranking for 17 years in a row. Haier has eight listed companies and its subsidiary Haier Smart Home is listed on both the Fortune Global500 and Fortune World’s Most Admired Companies lists.
INFORMATION ABOUT UC3
UC3 brings together the European football governing body UEFA and European Football Clubs (EFC), the representation of more than 800 top European clubs, under a new vision for managing the commercial rights to the UEFA club competitions (“UCCs”). It is the commercial entity responsible for generating revenue from the UCCs and creating value for our partners. UC3 is responsible for the management, distribution and allocation of all commercial rights (including media, sponsorship and licensing rights) for the main UEFA men’s and women’s club competitions.
