Haier Partners with UEFA Champions League for Global Expansion

Haier has announced a global partnership with the UEFA Champions League, set to begin in the 2027/28 season and continue through 2030/31. As a global leader in home appliances, Haier will receive exclusive worldwide rights in several categories, including home appliances and televisions. This marks a strategic shift for Haier, emphasizing deeper consumer relationships rather than mere product sales.

The partnership is a crucial step in Haier's brand strategy. Wang Meiyan, VP and Chief Brand Officer, highlighted the alignment of Haier's goals with the prestige and global reach of the UEFA Champions League. This collaboration will leverage Haier's technological prowess and global presence to enhance customer experiences.

Haier has a longstanding history of forging global sports partnerships, engaging with various sports beyond football. This initiative is not just about visibility but about enriching consumer experiences globally. The announcement at IFA 2026 in Berlin underscores Haier's commitment to integrating sports passion with intelligent living solutions.