Corporate partnerships with UEFA Champions League

Various corporations have secured new commercial partnerships with the UEFA Champions League.

Haier Group has announced a four-year agreement as a Global Partner, running from July 1, 2027, through June 30, 2031. The company will hold exclusive worldwide rights for major home appliances, televisions, and commercial displays. Haier Vice President Wang Meiyan noted the deal is a “significant milestone” for the company’s global brand strategy, aiming to connect the brand with consumers through “intelligent technologies and the spirit of elite competition.”

Additionally, Hyundai has entered a partnership as the Official Automotive Partner, spanning the 2026/27 season through the 2030/31 season. The collaboration, reached via the commercial entity UC3, will feature Hyundai’s electrified vehicle lineup at European stadiums. This includes the launch of the IONIQ 3, a compact zero-emission hatchback produced in İzmit, Türkiye, which features a WLTP-rated range of up to 497 km.

Hyundai CEO José Muñoz stated that the partnership provides an ideal platform to present the company’s designed vehicles to passionate fans. To support brand visibility and competitive positioning in the electric vehicle sector, Hyundai plans to introduce five new models in Europe during the 2026/27 season and intends to leverage the tournament to promote its broader vision of mobility, including software, robotics, and intelligent connectivity, across its 42 European markets. This agreement marks the return of an automotive brand to the Champions League sponsorship program following a five-season vacancy after Nissan’s departure in 2021.