Chinese consumer electronics heavyweight Haier has become the latest commercial partner of European men's soccer's top-tier UEFA Champions League (UCL).
Through a four-season tie-up unveiled by Haier and governing body UEFA today, that electronics brand takes global partnership rights to the UCL across the 2027-28, 2028-29, 2029-30, and 2030-31 seasons.
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It now holds exclusive global rights in the 'home appliances, televisions, and commercial display screens' categories, while its UEFA agreement also covers the annual UEFA Super Cup, as well as the UEFA Youth League Finals and UEFA Futsal Champions League Finals.
The deal was brokered by Relevent Football Partners, the exclusive commercial agency for UEFA's array of men's club competitions.
Both parties will now work together on a series of joint initiatives for the 2027-28 UCL campaign, with the group stages of this season's competition starting on September 8 (next Tuesday). Activities will be tailored to individual markets and designed to engage all stakeholders, Haier has explained.
The Chinese firm will receive significant brand visibility through this deal, including in stadiums themselves during matches, on UCL broadcasts globally, and across both parties' digital and social media platforms.
Guy Laurent-Epstein, co-managing director at the UC3 vehicle which handles UCL commercial activity, commented: “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."
Other global UCL partners include the likes of Heineken, PlayStation, FedEx, Crypto.com, Mastercard, Bet365, and Qatar Airways.
Wang Meiyan, Haier Group's vice president and chief brand officer, added: "The UEFA Champions League gives us an extraordinary platform to connect with fans and consumers worldwide … This partnership marks another important step in our global sports strategy and will enable us to build even more relevant and lasting relationships with people."
This tie-up increases what is already a significant soccer sponsorship presence for Haier.
It is a partner of Italian men's soccer's top-tier Serie A, sponsoring the competition's 'refcam' technical innovation initiative, as well as of Spain's top-flight LaLiga.
Most recently, in late May, the heavyweight struck a deal with Egyptian side Al Ahly. Hair thus became the club's second main sponsor, with its logo now appearing on the team's match shirts.
