New brand building milestone deepens Haier's global consumer connections
BERLIN, Sept. 4, 2026 /PRNewswire/ -- Haier, the world's No.1 major home appliances brand, today announced a global partnership with UC3, under which Haier will become a Global Partner of the UEFA Champions League from the 2027/28 season through the 2030/31 season.
The four-year partnership, running from July 1, 2027 to June 30, 2031, grants Haier exclusive worldwide rights in the home appliances, televisions and commercial display screens categories across a range of UEFA club competitions, including the UEFA Champions League.
More than a commercial sponsorship, the collaboration outlines Haier's transition from a globally recognized appliances company towards developing a deeper relationship with consumers worldwide."This partnership represents a key milestone in Haier's global brand strategy," said Wang Meiyan, Vice President and Chief Brand Officer of Haier Group. "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.""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," said Guy-Laurent Epstein Co-Managing Director, UC3.
