UEFA Champions League appoints Haier as global partner

Wang Meiyan, Vice President and Chief Brand Officer of Haier Group, said: "This partnership represents a key milestone in Haier's global brand strategy. The UEFA Champions League brings together millions of fans around the world through a shared pursuit of excellence. We aim to bring the passion and spirit of champions closer to consumers' everyday life, creating new possibilities through intelligent technologies."

The partnership builds on Haier's established sports marketing portfolio, which spans 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. The company's sports partnerships have evolved from building brand visibility to creating deeper consumer connections through globally relevant experiences.

Guy-Laurent Epstein, Co-Managing Director of UC3, said: "We are delighted to welcome Haier as a new global partner. Its international presence, ability to innovate and ambition to create increasingly relevant experiences for people make it an ideal partner for the competition."

Haier has held the number one position in global major appliances for 17 consecutive years and has been recognised among the Kantar BrandZ Top 100 Most Valuable Global Brands for eight consecutive years.