Haier has announced a global partnership with UC3, becoming a global partner of the UEFA Champions League from the 2027/28 season through 2030/31. The partnership runs from July 1, 2027, to June 30, 2031.
A Four-Year Football Partnership
The four-year duration also gives the brand room to build a sustained narrative rather than rely on one-off tournament visibility.
It gives Haier exclusive worldwide rights across the home appliances, televisions and commercial display screens categories.
The rights extend across multiple UEFA club competitions. These include the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals.
For Haier, the deal goes beyond conventional sports sponsorship. It is designed to strengthen the brand’s relationship with consumers across global markets.
From Appliances to Everyday Experiences
Haier is positioning the partnership as part of its evolution from a recognised appliances company towards a broader intelligent-living brand.
Football provides a large cultural platform for that ambition. The UEFA ecosystem can connect Haier with audiences across markets while creating opportunities to demonstrate how technology fits into everyday life.
The strategic link is clear. Elite football represents performance, precision and passion. Haier wants to connect those associations with connected homes and intelligent living.
The Last Word
Haier’s UEFA strategy shows how sports sponsorship can move beyond logo exposure. The bigger opportunity is turning sporting passion into a recurring consumer experience around the brand.