Hisense Extends UEFA Partnership Through 2028
Hisense will continue its role as an official partner of UEFA EURO 2028. The partnership extension was announced at IFA 2026 in Berlin.
Consumer electronics firm Hisense announced on September 4, 2026, that it will extend its partnership with UEFA as an official partner for the UEFA EURO 2028 football tournament. The announcement was made at the IFA consumer electronics trade show in Berlin.
The renewed deal will see Hisense continue its sponsorship of the major international football competition. The company has been a UEFA partner since 2016, having previously featured prominently at UEFA EURO 2016 and UEFA EURO 2020.
This continuation of the collaboration aligns with Hisense's strategy to enhance global brand recognition by associating with high-profile sporting events. UEFA EURO 2028 is scheduled to be hosted across multiple European nations, providing Hisense with significant market exposure.
Specific terms of the extended partnership, including details on marketing activities or exclusive rights, were not immediately disclosed. The UEFA EURO 2028 tournament is expected to take place in June and July of 2028.