Hisense has formally extended its partnership with UEFA and will be an official partner of UEFA EURO 2028, the company announced at IFA 2026 in Berlin. The deal continues a sponsorship run that began with EURO 2016 and will mark Hisense’s fourth consecutive European Championship involvement.
- Hisense announced at IFA 2026 that it will be an official partner of UEFA EURO 2028.
- The deal continues a sponsorship run that began at EURO 2016 and represents Hisense’s fourth consecutive EURO involvement, per company materials.
- Hisense will focus on branding, on-site activations and showcasing display technologies; detailed commercial terms were not disclosed.
What was confirmed and when
The announcement came at the IFA consumer electronics show on 3–4 September 2026. Hisense said it will serve as an official partner of UEFA EURO 2028, which UEFA has scheduled to take place in the United Kingdom and Ireland from 9 June to 9 July 2028. Hisense highlighted branding and activation rights around the tournament and reiterated its role as a display-technology partner for UEFA.
Official sources and quotes
Hisense’s statement and accompanying communications at IFA 2026 described the renewal as a continuation of a relationship that started with UEFA EURO 2016. The company framed the partnership as moving beyond traditional sponsorship toward technology integration, with a focus on television and display products and fan activations showcased at IFA.
In materials distributed at IFA, Hisense quoted Catherine Fang, Vice President of Hisense Group and President of Hisense Global Commercial Centre, describing the relationship as evolving from pure brand sponsorship into a dedicated display-technology partnership with UEFA. UEFA marketing director Guy-Laurent Epstein was also cited as welcoming the extension.
What Hisense will bring to EURO 2028
Hisense said the partnership will combine branding and on-site activations with product showcases and fan-facing technology. At IFA 2026 the company presented a football activation where visitors could take part in an interactive goal challenge that generated shareable personalised photos — an example Hisense used to illustrate how it will engage football audiences at EURO 2028.
Separately, Hisense emphasised its recent work supplying displays to football competitions; at UEFA EURO 2024 the company supplied monitors for the Video Assistant Referee (VAR) ecosystem, according to its IFA communications.
How this fits into Hisense’s wider football strategy
Hisense has positioned football sponsorship as a central pillar of its global marketing for more than a decade. The company first joined the EURO platform in 2016 and has since supported multiple UEFA European Championships and taken part in FIFA World Cup marketing activities, aiming to reach the sport’s broad global audience. Hisense describes the renewal for EURO 2028 as part of that long-term platform.
Company materials circulated at IFA also linked the UEFA agreement to broader product and corporate narratives, including new smart-home software and display innovations the firm demonstrated at the trade show. Hisense framed the tie-up as both a commercial marketing opportunity and a technology showcase.
Timeline of confirmed events (from evidence)
- 2016 – Hisense first became a sponsor of the UEFA European Championship (company statements).
- EURO 2024 – Hisense supplied VAR monitors (company communications at IFA 2026).
- IFA 2026 (3–4 September 2026) – Hisense announced it will be an official partner of UEFA EURO 2028.
- 9 June–9 July 2028 – UEFA EURO 2028 is scheduled to be held in the United Kingdom and Ireland (tournament dates reported in the announcement).
Commercial and practical implications for UK and Irish audiences
For rights-holders, host cities and commercial partners in the UK and Ireland, the renewal signals continued opportunity for co-marketing and fan-facing activations around stadia, fan zones and hospitality. For broadcasters and retailers, Hisense’s emphasis on display technologies underlines an intent to use tournament exposure to promote in-home viewing experiences — a core sales argument for television and display manufacturers during major tournaments.
What is confirmed versus what is not
Confirmed by Hisense at IFA 2026: the company will be an official partner of UEFA EURO 2028 and will use the tournament for branding, activations and to highlight display technology. Quoted material from Hisense and UEFA marketing is part of the company’s release and event communications.
Not confirmed in the materials supplied: specific financial terms, precise activation schedules at EURO 2028, stadium-by-stadium commercial placements, or detailed technical delivery commitments for match venues. No independent documents specifying fees, activation itineraries or bespoke technical contracts were provided in the available evidence.
Context: football sponsorship by appliance and display brands
Hisense follows a familiar pattern among global electronics brands that use major tournaments to drive awareness and product positioning. For such companies, multiyear deals across successive tournaments build consistent visibility and let manufacturers demonstrate technology — from large-format TVs to broadcast or referee-monitor equipment — to both fans and rights-holders.
Key takeaways for G3.Football readers
- Hisense is an official partner of UEFA EURO 2028, announced at IFA 2026.
- The company frames the deal as its fourth straight EURO involvement, and as part of a shift toward technology-led activations and display partnerships with UEFA.
- EURO 2028 is scheduled for 9 June–9 July 2028 in the UK and Ireland; details on financials and specific activation plans were not disclosed in the materials reviewed.
“We are eager to write the next chapter together with UEFA, creating more meaningful moments for fans everywhere.”
That sentence appears in Hisense’s public statement at IFA 2026 and was used to illustrate the company’s stated aims for the partnership.