Hisense named Official Partner of UEFA Euro 2028
September 4, 2026

By Nik Roseveare



Hisense, the consumer electronics and home appliances brand, has announced at IFA Berlin that it will continue its partnership with UEFA as an Official Partner of the UEFA Euro 2028. It will mark the brand’s fourth consecutive sponsorship of the football tournament.

Euro 2028 will be co-hosted by England, Scotland, Wales and the Republic of Ireland, taking place from June 9th to July 9th 2028. During the tournament, Hisense says it will bring consumers more opportunities to experience the excitement, both in person and at home, through competitions, prizes and experiences designed to bring fans closer to the action.


Howard Grindrod, Vice President at Hisense UK, commented: “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. We look forward to working with UEFA to make this another memorable tournament, and to delivering the best possible experience for fans across the nation.”

UEFA marketing director, Guy-Laurent Epstein, said: “We are delighted to continue our partnership with Hisense for UEFA Euro 2028. Their sustained commitment to European football across four consecutive Euro tournaments demonstrates the strength of our relationship and a shared ambition to create meaningful experiences for fans. We look forward to working together to make the next Euro memorable.”

Catherine Fang, VP of Hisense Group and President of Hisense Global Commercial Center, said: “Great partnerships are built over time, and our journey with UEFA reflects that belief. As the first Chinese sponsor of the UEFA Euro, over the past decade we have grown beyond pure brand sponsorship to become UEFA’s dedicated display technology partner, progressing hand-in-hand. Through cutting-edge technology and immersive experiences, we bring audiences closer to the thrill of football. Looking ahead, we are eager to write the next chapter together with UEFA, creating more meaningful moments for fans everywhere.”