Haier has announced a four-year global partnership with UC3, becoming a global partner of the UEFA Champions League from the 2027/28 season through the 2030/31 season.
The partnership, effective from July 1, 2027 to June 30, 2031, gives Haier exclusive worldwide rights across the home appliances, televisions and commercial display screens categories.
The agreement covers a range of UEFA club competitions, including the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals.
The collaboration marks another step in Haier’s efforts to build a deeper relationship with consumers globally, moving beyond its positioning as a home appliances company.
Through its association with UEFA club competitions, Haier aims to connect the passion and performance associated with elite football with its focus on intelligent living. The partnership will seek to create consumer experiences that extend beyond matchdays and into everyday life.
The company said the association will provide a platform to engage audiences worldwide while strengthening its presence across the global home appliances, television and commercial display markets.
