UEFA extends Hisense partnership through UEFA EURO 2028
September 3, 2026 18.15 Europe/London By Julian Clover


UEFA has renewed its long-running partnership with Hisense, confirming the consumer electronics manufacturer as an Official Partner of UEFA EURO 2028.

The agreement marks Hisense’s fourth consecutive sponsorship of the UEFA European Championship, extending a relationship that began ahead of UEFA EURO 2016. The company will again supply display technology and fan engagement initiatives for the tournament, which will be hosted in the UK and Ireland.

The announcement was made at consumer electronics show IFA 2026 in Berlin, where Hisense is showcasing a dedicated UEFA EURO 2028 activation zone featuring football-themed interactive experiences alongside its latest television technologies.

Hisense, which also sponsored the Fifa World Cup, has used previous UEFA competitions to promote its latest television innovations.

The timing is particularly significant for Hisense UK, headquartered in Leeds, with the 2028 tournament returning to the UK for the first time since 1996. The company said it plans to support the competition through consumer promotions, competitions and fan experiences designed to connect supporters with the tournament both in stadiums and at home.

Howard Grindrod, Vice President at Hisense UK, said: “It’s incredibly exciting to once again partner with UEFA as they prepare to bring the EURO 2028 tournament here to the UK and Ireland. For fans across the UK and Ireland, we understand just how momentous this occasion will be. We’re thrilled to give consumers more opportunities to be part of the experience through our innovative technology, including our RGB MiniLED TV technology, which delivers natural colour and exceptional picture quality to bring the energy and emotion of live football into fans’ living rooms.”

UEFA Executive Director of Marketing Guy-Laurent Epstein added: “We are delighted to continue our partnership with Hisense for UEFA EURO 2028. Their sustained commitment to European football across four consecutive UEFA EURO tournaments demonstrates the strength of our relationship and a shared ambition to create meaningful experiences for fans – and we look forward to making UEFA EURO 2028 memorable together.”

At IFA, visitors can take part in a football challenge that automatically tracks goals and generates shareable photographs, while the company is also promoting its RGB MiniLED television technology ahead of the tournament.

While the announcement contains little detail on new commercial elements, it underlines the continuing importance of long-term sports sponsorships for television manufacturers seeking to showcase premium display technology around major international sporting events. For UEFA, the renewal provides continuity with an established global consumer electronics partner as preparations continue for EURO 2028.