Hisense is continuing its long-running relationship with European football, announcing that it will return as an Official Partner of UEFA EURO 2028.
Announced during IFA 2026 in Berlin, the agreement will make EURO 2028 the fourth consecutive UEFA European Championship supported by Hisense, following partnerships dating back to EURO 2016.
The partnership has since grown beyond the European Championship, with Hisense also involved in the 2018, 2022 and 2026 FIFA World Cups. Over the past decade, the company has expanded its role with UEFA from brand sponsorship to becoming a dedicated display technology partner.
Hisense Group Vice President Catherine Fang said the continued partnership reflects the company’s aim to use its display technologies and experiences to bring fans closer to football, while UEFA Marketing Director Guy-Laurent Epstein highlighted Hisense’s commitment across four consecutive EURO tournaments.
Looking Ahead to EURO 2028
Hisense marked the announcement at IFA 2026 with a dedicated UEFA EURO 2028 activation zone, where visitors could participate in a football challenge that tracked goals and automatically generated photos for sharing.
The activation also showcased how Hisense plans to combine its consumer technology with major sporting events to create more interactive experiences for football fans.
The partnership continues a sporting relationship that will have spanned more than a decade by the time UEFA EURO 2028 kicks off, further strengthening Hisense’s presence around one of the world’s biggest international football tournaments.