Hisense has announced it will continue its partnership with UEFA as an Official Partner of the UEFA EURO 2028. Following the announcement at IFA Berlin 2026, it marks the brands fourth consecutive sponsorship of the UEFA European Championship.

It signifies an exciting year for the UK and Ireland in 2028, as Leeds-headquartered subsidiary, Hisense UK will join the nations in welcoming Europe’s premier international football tournament to home soil. Last hosted by the UK in 1996, Hisense are gearing up to bring consumers more opportunities to experience the excitement of UEFA EURO 2028, 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, 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.”

“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.”

At IFA 2026, visitors can explore a dedicated UEFA EURO 2028 activation zone at the Hisense booth, featuring a football challenge with goals tracked and photos automatically generated for sharing. Together with Hisense’s latest innovations, the activation reflects the brand’s vision of “Innovating a Brighter Life” – using technology to make moments that bring people together more engaging and memorable.

A key part of the at-home experience will be Hisense’s RGB MiniLED technology, the next evolution of TV. Combining the precision of MiniLED technology with RGB technology, it is designed to deliver real and natural colour alongside an immersive viewing experience. By bringing the vibrancy, detail and emotion of live football into the home, Hisense aims to help fans enjoy UEFA EURO 2028 from the comfort of their living rooms.

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