Hisense announced at IFA 2026 in Berlin that it will continue its partnership with UEFA as an Official Partner of UEFA EURO 2028, extending a relationship that began with UEFA EURO 2016 and has grown across some of the world’s biggest football stages.
The announcement marks the fourth consecutive UEFA European Championship supported by Hisense, underscoring the brand’s long-term commitment to connecting with fans through world-class sport and meaningful entertainment experiences.
Hisense’s football journey began with UEFA EURO 2016 and has expanded across successive UEFA EURO tournaments, as well as the FIFA World Cups in 2018, 2022 and 2026. For Hisense, the final whistle is not the end of the journey, but the beginning of the next chapter.
“Great partnerships are built over time, and our journey with UEFA reflects that belief.”
Catherine Fang, VP of Hisense Group and President of Hisense Global Commercial Center
As the first Chinese sponsor of the UEFA EURO, Hisense has grown beyond brand sponsorship to become UEFA’s dedicated display technology partner. Through advanced display innovation and immersive viewing experiences, Hisense continues to bring audiences closer to the energy, colour and emotion of football.
A Shared Ambition for Fans
UEFA marketing director Guy-Laurent Epstein welcomed the continued collaboration, noting that Hisense’s sustained commitment across four consecutive EURO tournaments reflects the strength of the relationship and a shared ambition to create memorable experiences for fans.
“We look forward to working together to make the next EURO memorable.”
Guy-Laurent Epstein, UEFA Marketing Director
Bringing the Football Experience to IFA 2026
At IFA 2026, visitors can explore a dedicated UEFA EURO 2028 activation zone at the Hisense booth. The experience includes a football challenge where goals are tracked and photos are automatically generated for sharing, turning the booth into a lively space for fans to participate, celebrate and connect.
Together with Hisense’s latest innovations, the activation reflects the brand’s vision of Innovating a Brighter Life, using technology to make shared moments more engaging, memorable and enjoyable.
About Hisense
Founded in 1969, Hisense is a globally recognised leader in home appliances and consumer electronics, with operations in more than 180 countries. The company specialises in high-quality multimedia products, home appliances and intelligent IT solutions.
According to Omdia, Hisense ranks No. 1 globally in the 100-inch and over TV segment for 2023 to the first half of 2026. As The Origin of RGB MiniLED, Hisense continues to lead next-generation display innovation while building global sports partnerships that connect with audiences worldwide.
About UEFA
UEFA is the governing body of European football and a not-for-profit organisation supporting the development of the sport across its 55 member associations. UEFA invests 97.5% of its revenue into football-related activities, projects and initiatives across the men’s and women’s professional game, youth football, grassroots football and futsal.
