Italian soccer’s top-flight Serie A has struck a new partnership with Chinese consumer electronics giant Haier, which will sponsor the competition’s 'refcam' technical innovation initiative.

As an official partner of Serie A, Haier will gain branding presence around the refcam operations, which will now be known as Haier-Cam.

Across each Serie A gameweek, “several” fixtures will utilize the refcam, with Haier branding accompanying the live imagery.

Conversely, co-branded promotional imagery will appear alongside Haier products in licensed retailers, among other collaborative activations.

Furthermore, Haier will serve as a supplier of Serie A’s production center, the iliad International Broadcast Center, providing monitors to the facility.

Speaking on the agreement, Haier Group's country manager for Italy, Emiliano Garofalo, said: “For Haier, this partnership is a natural step following the launch of our Smart TVs: we share the goal of enhancing the fan experience in increasingly meaningful ways.

“We are not just talking about products, but about value: quality, personalization, and authenticity. This is what our presence in sport and Italian football represents - making every moment more engaging and closer to the passions of those who live the game,”

In Italy, Haier is already partnered with Serie A domestic broadcaster DAZN to sponsor its Fuoriclasse.

Elsewhere in Europe, the company also has sponsorship deals in place with major clubs such as England’s Liverpool FC, France’s Paris Saint-Germain, and Spanish soccer’s LaLiga top-flight.

Meanwhile, on the introduction of the refcam concept, Serie A chief executive Luigi de Siervo commented: “The ‘Haier-Cam’ is our way of speaking the language of young people. We want the fans of the future, the young people of the Gen Alpha and Gen Z, to feel like an integral part of the game, no longer just spectators. With this camera, every decision becomes digital content, ready to be shared, commented on, and discussed."