Haier Partners with UEFA Champions League Globally

Home appliance maker Haier has entered into a global partnership agreement with the UEFA Champions League, as announced on September 4, 2026, in Berlin.

Under the terms of the agreement, Haier will become a Global Partner of the UEFA Champions League. This collaboration is intended to enhance Haier's brand visibility and consumer engagement on an international scale by leveraging the sport's widespread appeal.

Haier has previously been recognized as the world's largest major home appliance brand. The company seeks to bolster its global marketing efforts and consumer outreach through this sponsorship.

Financial terms and the duration of the partnership have not been disclosed. Haier's branding is expected to be featured prominently across UEFA Champions League match events and associated media platforms throughout the upcoming season.