India, 18th September 2026: Haier, the world’s No. 1 global major appliances brand for 17 consecutive years, announced a global partnership with UC3, under which Haier will become a Global Partner of the UEFA Champions League from the 2027/28 season through the 2030/31 season.
The four-year partnership, running from July 1, 2027 to June 30, 2031, grants Haier exclusive worldwide rights in the home appliances, televisions and commercial display screens categories across a range of UEFA club competitions, including the UEFA Champions League.
More than a commercial sponsorship, the collaboration outlines Haier’s transition from a globally recognized appliances company towards developing a deeper relationship with consumers worldwide.
From Global Recognition to Global Connection
Over the decades, Haier has established a strong local presence across more than 200 countries and regions, with leading positions in over 30 markets.
This global presence is supported by a network of 10 R&D centers, 35 industrial parks and 173 manufacturing centers worldwide. By combining global capabilities with local insights, Haier develops products, solutions and experiences tailored to consumers’ diverse needs across markets.
This approach has driven sustained global recognition. Haier has ranked as the world’s No.1 major appliances brand by retail volume for 17 consecutive years and has been recognized among the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years.
Building on this track record, Haier will continue to strengthen its presence in premium markets while developing brands, products and solutions that respond to evolving consumer expectations and create new possibilities for intelligent living.
Leading Through Technology, Connecting Through Sports
Technology has long been a key driver of Haier’s global development. As AI becomes increasingly integrated into products, connected scenarios and smart living ecosystems, Haier is expanding from individual product innovation towards more integrated experiences across the home.
The interconnection between technological development in everyday lives and the cultural centrality of sport provides a powerful platform for closer relationships with consumers. For more than two decades, Haier has developed a global sports partnership portfolio spanning leading football clubs, including Paris Saint-Germain and Liverpool Football Club, as well as major international sporting events including the Australian Open and Roland-Garros.
Over the years, Haier’s sports marketing has evolved from building brand visibility to creating deeper consumer connections through global sports partnerships and locally relevant experiences. Beyond football and established international sporting events, Haier has expanded its sports portfolio across markets, including badminton, marathon running, cricket and basketball.
The partnership with UEFA club competitions, including the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals and UEFA Futsal Champions League Finals, represents the next stage of this journey. By bringing together the passion and excellence of elite football with the possibilities of intelligent living, Haier aims to create experiences that extend beyond the stadium and become part of consumers’ everyday lives.
Unveiled during IFA 2026 in Berlin, one of the world’s leading consumer electronics and home appliance exhibitions, the partnership reinforces Haier’s commitment to building stronger connections with consumers worldwide. Together with the UEFA Champions League, Haier will connect the spirit of champions with intelligent living, creating new experiences for consumers and fans around the world.
ABOUT HAIER INDIA
Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 17 consecutive years. Driven by the brand purpose of ‘More Creation, More Possibilities’, Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands.
ABOUT HAIER GROUP
Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of “More Creation, More Possibilities”, we are committed to co-create infinite possibilities for a better life with users, and to co-create infinite possibilities for industrial development with the ecosystem partners.
We’ve always been user centered, adhered to original technology and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers, 71 research institutes, 35 industrial parks, 143 manufacturing centers and a sales network of 230,000 nodes around the world. We are the world’s only IoT Ecosystem Brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 5 consecutive years. We also retain the top position in Euromonitor’s Global Major Appliances Brand for 17 consecutive years.
We have four listed companies, and our subsidiary Haier Smart Home is named among the Fortune’s Global 500 and World’s Most Admired Companies. Haier Smart Home was listed on Shanghai Stock Exchange A-share in 1993, CEINEX D-share in Frankfurt in 2018 and Hong Kong Stock Exchange H-share in 2020, is the only company that has achieved an “A+D+H” portfolio in global capital market. We have several global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, etc., to continuously create the best experience for our users.
We believe: More collaboration will happen when more boundaries are broken, and more valuable relationships are established. Only then will the future of the world be filled with infinite wonderful possibilities.
ABOUT UC3
UC3 unites European football’s governing body UEFA and European Football Clubs (EFC), representing more than 800 top European clubs, around a new vision for managing commercial rights to UEFA club competitions (the “UCCs”). It is the commercial entity responsible for generating revenues from the UCCs and creating value for our partners. UC3 oversees the management, sales and delivery of all commercial rights (including media, sponsorship and licensing rights) for UEFA’s elite men’s and women’s club competitions.
