Haier signs four-year global sponsorship deal with the Champions League

Haier, the world's leading home appliance manufacturer, announced on Thursday that it has become a global partner of the UEFA Champions League. The agreement, running from July 1, 2027 to June 30, 2031, cements the Chinese company's role as an official sponsor of Europe's premier club competition for four seasons.

• Haier will be a Global Partner of the Champions League from the 2027/28 season through 2030/31.
• The deal grants exclusive worldwide rights in home appliances, televisions and commercial displays.
• The partnership also includes the UEFA Super Cup and the finals of the Youth League and the Futsal Champions League.
• The brand aims to move beyond recognition and build a deeper relationship with fans worldwide.

Haier joins the Champions League global sponsor circle

With this deal, Haier becomes part of the select group of brands that serve as global partners of the UEFA Champions League. The Chinese company, already a dominant force in the international home appliance market, makes a strategic move by linking its name to the most prestigious club tournament in European football.

The contract gives Haier exclusive worldwide rights in the home appliance, television and commercial display categories. A privileged position that will allow the brand to activate its presence in stadiums, broadcasts and the competition's digital channels.

A partnership beyond traditional sports sponsorship

The alliance between Haier and the UEFA Champions League goes beyond placing a logo on advertising boards. The Asian multinational sees this collaboration as a turning point in its brand strategy: moving from being a company recognized for product quality to building a stronger emotional connection with consumers.

The company wants to leverage the tournament's massive global audience to connect with millions of households and bring its smart technology proposition into the everyday lives of football fans.

Haier's vision: a shared pursuit of excellence

This partnership represents a key milestone in Haier's global brand strategy. 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 into the everyday lives of consumers, creating new possibilities through smart technologies.

Wang Meiyan, vice president and brand director of Haier Group, delivered the company's assessment of a deal that places the brand in front of one of the largest showcases in world sport. For the executive, elite football and technological innovation speak the same language: the drive to improve and the constant pursuit of excellence.

Which UEFA competitions does the Haier deal include

The agreement signed by Haier is not limited exclusively to the Champions League. The deal includes sponsorship rights in other UEFA club competitions, expanding the Chinese brand's reach across the European football calendar.

The UEFA Super Cup in the sponsorship package

Haier will have a prominent presence in the UEFA Super Cup, the match that pits the Champions League winner against the Europa League champion at the start of each season. A single game with major international reach that serves as the opening act of the European campaign.

The Youth League and Futsal Champions League finals

Haier's commitment to European club football also covers the finals of the UEFA Youth League, the youth competition featuring the academies of the continent's top clubs, and the UEFA Futsal Champions League. Two tournaments with growing followings that allow the Chinese brand to diversify its presence within UEFA's ecosystem.

Frequently asked questions about Haier as Champions League sponsor