Hisense Extends UEFA Partnership for EURO 2028
Hisense UEFA EURO 2028 partnership will continue as the company becomes an Official Partner for a fourth consecutive tournament.
Hisense will continue its relationship with UEFA as an Official Partner of UEFA EURO 2028, the company announced at IFA 2026. The agreement will be Hisense’s fourth consecutive UEFA European Championship partnership, extending a football sponsorship program that began with UEFA EURO 2016. Hisense has also supported the FIFA World Cups in 2018, 2022 and 2026. At IFA 2026, the company is presenting a dedicated UEFA EURO 2028 activation zone at its booth.
Four Consecutive EURO Tournaments
The renewed agreement continues a long-running relationship between the consumer electronics and home appliances company and European football’s governing body. Hisense’s sponsorship activity has expanded across successive UEFA EURO tournaments and FIFA World Cups since 2016.
Fazalur Rahman, Regional Marketing Director at Hisense Middle East & Africa, said:
“Football is the most watched sport in the world, and our renewed UEFA EURO partnership reflects our consistent commitment to staying close to our consumers around the moments that matter most to them. Following the excitement of the FIFA World Cup 2026, we are proud to continue this journey and to keep uplifting the way fans across the region experience the game. For us, sports sponsorship is far more than visibility. It is a platform to be close to our consumers, to support sport and wellbeing, and to deliver innovation and product excellence, whether that is bringing fans closer to every decision through technologies like VAR or ensuring the joy of football is accessible and inclusive for everyone.”
IFA Activation Zone
Visitors to the Hisense booth at IFA 2026 can take part in a dedicated UEFA EURO 2028 activation. The installation features a football challenge that tracks goals and automatically generates photos for sharing.
The activation is presented alongside Hisense’s latest innovations and reflects its “Innovating a Brighter Life” vision, using technology to make shared moments more engaging and memorable.
Guy-Laurent Epstein, UEFA marketing director at UEFA, 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.”
Global Sports Relationship
Founded in 1969, Hisense operates in more than 180 countries and specializes in multimedia products, home appliances and intelligent IT solutions. The company said Omdia ranks it No. 1 globally in the 100-inch and over TV segment from 2023 through the first quarter of 2026.
UEFA, a not-for-profit organization supporting football across its 55 member associations, states that it invests 97.5% of its revenue in football-related activities, projects and initiatives covering the men’s and women’s professional game, youth, grassroots football and futsal.
