Hisense extends UEFA EURO 2028 partnership

Hisense said on September 3 that it had extended its partnership with UEFA and will serve as an official partner of UEFA EURO 2028. The announcement was made at IFA 2026 in Berlin, where the Chinese consumer electronics and home appliances company tied the sponsorship renewal to its broader European marketing push. UEFA separately confirmed the agreement on its website. The extension gives Hisense a fourth straight men’s European Championship partnership after deals linked to UEFA EURO 2016, UEFA EURO 2020 and UEFA EURO 2024. ### When did Hisense announce the extension, and what exactly did it cover? Berlin was the setting for the announcement, with Hisense saying at IFA 2026 that the new agreement covers UEFA EURO 2028. UEFA described Hisense as an official partner of the tournament and said the deal extends a relationship that began ahead of UEFA EURO 2016. September 3, 2026 is the date carried on both the company release and UEFA’s own announcement. Hisense said the renewal makes UEFA EURO 2028 the fourth consecutive European Championship supported by the brand. ### Why is the “fourth consecutive” point central to the announcement? UEFA said the agreement continues Hisense’s association with European football across four straight editions of the men’s European Championship. That sequence runs from UEFA EURO 2016 through UEFA EURO 2028, covering tournaments staged in 2016, 2021, 2024 and the upcoming 2028 event. Hisense said its football sponsorship activity has expanded beyond the Euros to include FIFA World Cups in 2018, 2022 and 2026. In the company’s telling, the UEFA renewal sits inside a longer sports-marketing program built around major international football tournaments. ### What did UEFA say about the renewed deal? Guy-Laurent Epstein, UEFA’s marketing director, said UEFA was “delighted” to continue the partnership for UEFA EURO 2028. UEFA said Hisense’s continued involvement reflects a sustained commitment to European football. UEFA’s statement also pointed to fan engagement and tournament visibility as part of the relationship. The governing body did not disclose financial terms in the announcement. ### What did Hisense say it wants from the partnership? Hisense said the sponsorship will help it connect with football audiences through technology and fan experiences. The company framed the UEFA agreement as part of an effort to bring viewers closer to matches through its consumer electronics products and event activations. Fisher Yu, president of Hisense Group, said the company had used football partnerships to build brand recognition in overseas markets. Hisense linked the UEFA announcement to its wider international expansion and to product marketing around televisions and connected home devices. ### Where does UEFA EURO 2028 fit into UEFA’s plans? UEFA EURO 2028 is scheduled to be hosted by the United Kingdom and Ireland. UEFA selected that joint bid in 2023, putting the next edition of the men’s European Championship in England, Northern Ireland, the Republic of Ireland, Scotland and Wales. The tournament remains nearly two years away, but UEFA has begun assembling its commercial roster. Hisense is now among the named partners attached to the competition, according to UEFA’s announcement and the company release. ### What happens next? UEFA EURO 2028 will be the next men’s European Championship after the 2024 edition in Germany, and commercial preparations are already underway. UEFA’s tournament pages list the United Kingdom and Ireland as hosts, while Hisense and UEFA have both published the partnership extension on their official sites. (uefa.com)