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 four-year deal, running July 1, 2027 to June 30, 2031, grants the brand exclusive worldwide rights across home appliances, televisions and commercial display screens for a range of UEFA club competitions.
Beyond the Champions League itself, the partnership extends to the UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals, giving Haier a footprint across multiple tiers of European club football.
The tie-up marks the next step in Haier’s evolution from a globally recognised appliances manufacturer toward building a deeper, more emotional connection with consumers worldwide. By aligning with the scale and passion of elite football, the brand is positioning its “intelligent living” proposition alongside one of the sport’s biggest global stages – aiming to move beyond functional appliance messaging and into moments that carry genuine cultural weight.
The company frames the partnership as a way to bring together the excitement of top-tier football with smart, connected home experiences, extending the association beyond match nights and stadiums into consumers’ everyday routines – from how they watch the game to how their homes function around it.
With football serving as one of the few truly universal cultural connectors, the Haier-UEFA partnership gives the brand a long runway to build visibility, trust and emotional recall across markets well before the deal officially kicks off in 2027.
