Football and smart living are about to share the same stage. Haier, the world’s No. 1 major appliances brand for 17 straight years, has announced a landmark global partnership with UC3, officially making it a Global Partner of the UEFA Champions League starting from the 2027/28 season.

Haier Deal, In Brief

The partnership runs for four full seasons, from July 1, 2027 to June 30, 2031, and hands Haier exclusive worldwide rights across the home appliances, televisions and commercial display screens categories for a range of UEFA club competitions.

Partnership Detail	Information
Brand	Haier
Partner Entity	UC3 (UEFA + European Football Clubs)
Competitions Covered	UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals, UEFA Futsal Champions League Finals
Exclusive Categories	Home appliances, TVs, commercial display screens
Partnership Duration	July 1, 2027 – June 30, 2031
Announced At	IFA 2026, Berlin
Global Ranking	World’s No. 1 major appliances brand (17 consecutive years)

Why Haier Is Betting Big on Football

This isn’t Haier’s first rodeo in sports marketing — the brand has spent over two decades building partnerships across football, tennis and beyond, including ties with Paris Saint-Germain, Liverpool FC, the Australian Open and Roland-Garros. More recently, it has also expanded into badminton, marathon running, cricket and basketball.

What makes this UEFA deal different is the scale and ambition behind it. Rather than treating it as a pure sponsorship play, Haier is positioning the partnership as a step toward deeper consumer relationships — connecting the excitement of elite football with its growing ecosystem of AI-powered, smart-living appliances.

From Product Innovation to Connected Living

Technology has always been central to Haier’s growth story, and the brand is now shifting focus from standalone product innovation to fully integrated smart-home experiences. With a global footprint spanning over 200 countries, 10 R&D centers, 35 industrial parks and 173 manufacturing centers, Haier has the infrastructure to back up this ambition.

The UEFA partnership fits neatly into that vision — using the emotional pull of Champions League football to bring Haier’s smart appliances and display technology closer to fans’ everyday lives, well beyond just the stadium.

What This Means for Fans and Consumers?

For football fans, expect Haier’s branding to become a regular fixture around Champions League broadcasts and matchdays in the coming seasons. For consumers, the tie-up signals Haier doubling down on premium markets, with product experiences increasingly built around AI and connected living rather than single appliances.

For more brand partnerships, sports business news and tech updates, check out our sports business section and latest Haier updates on TechnoSports.

FAQs

Q1. When does Haier’s UEFA Champions League partnership begin?

The partnership begins with the 2027/28 season and runs through the 2030/31 season, from July 1, 2027 to June 30, 2031.

Q2. What categories does Haier hold exclusive rights in under this deal?

Haier holds exclusive worldwide rights in home appliances, televisions and commercial display screens across UEFA club competitions, including the Champions League.