September 4: Chinese electronics giant Haier has become the latest global partner of the Champions League, signing a four-season deal with UEFA-EFC joint venture UC3.
The deal, brokered by UC3’s commercial agency Relevent Football Partners, runs through 2027-31 and gives Haier exclusive global rights in the home appliances, televisions and commercial display categories. It also covers the Super Cup, the Youth League finals and the Futsal Champions League finals.
To date, UC3 has identified three “Premium” sponsors on six-year deals – AB InBev, PepsiCo, Alibaba – with rights to all three men’s club competitions.
UC3 co-managing director Guy Laurent-Epstein said: “We are delighted to welcome Haier as the new global partner of the UEFA Champions League”, noting “its international presence, its ability to innovate and its ambition to create ever more relevant experiences for people”.
Group vice president and chief brand officer Wang Meiyan added: “The UEFA Champions League provides us with an extraordinary platform to connect with fans and consumers around the world,” he said, “an important step in our global sports strategy.”
Contact the writer of this story, Nick Webster, at (email protected)