Hisense Extends UEFA Partnership as Official Partner of EURO 2028

Hisense has extended its long-term partnership with UEFA after being confirmed as an Official Partner of UEFA EURO 2028, marking the fourth consecutive UEFA European Championship supported by the global consumer electronics and home appliances brand.

The announcement was made at IFA 2026, where Hisense reaffirmed its growing involvement in international football and its commitment to connecting technology with major sporting experiences.

Hisense's football journey with UEFA began at EURO 2016 and has continued through successive UEFA European Championships, as well as the FIFA World Cups in 2018, 2022 and 2026.

The company said its football partnership represents an ongoing journey, with each tournament providing an opportunity to build on previous experiences and create new moments for fans.

"Great partnerships are built over time, and our journey with UEFA reflects that belief," said Catherine Fang, VP of Hisense Group and President of Hisense Global Commercial Center. "As the first Chinese sponsor of the UEFA EURO, over the past decade we have grown beyond pure brand sponsorship to become UEFA's dedicated display technology partner, progressing hand-in-hand. Through cutting-edge technology and immersive experiences, we bring audiences closer to the thrill of football. Looking ahead, we are eager to write the next chapter together with UEFA, creating more meaningful moments for fans everywhere."

UEFA marketing director Guy-Laurent Epstein said: "We are delighted to continue our partnership with Hisense for UEFA EURO 2028. Their sustained commitment to European football across four consecutive EURO tournaments demonstrates the strength of our relationship and a shared ambition to create meaningful experiences for fans. We look forward to working together to make the next EURO memorable."

As part of the partnership announcement, Hisense is showcasing a dedicated UEFA EURO 2028 activation zone at its IFA 2026 booth.

Visitors can take part in a football challenge featuring goal tracking, with photographs automatically generated for sharing. The activation is being presented alongside Hisense's latest technology innovations and reflects the company's "Innovating a Brighter Life" vision.

Through the UEFA EURO 2028 partnership, Hisense aims to use its technology to create more engaging and memorable experiences for football fans while strengthening its position as a global sports marketing partner.