Haier Group announces global partnership with UEFA Champions League

Haier Group has announced a new global partnership with UEFA, securing its position as a Global Partner of the UEFA Champions League. The four-year agreement is scheduled to run from July 1, 2027, through June 30, 2031.

Under the terms of the partnership, Haier will hold exclusive worldwide rights in the categories of major home appliances, televisions, and commercial displays across various UEFA club competitions, including the Champions League.

Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, described the deal as a significant milestone in the company’s global brand strategy, aiming to connect the brand more closely with consumers through intelligent technologies and the spirit of elite competition.