UEFA and Hisense Group have announced that Chinese electronics giant Hisense has filled the last position to become a global partner of the UEFA European Championship 2016, the first ever sponsorship deal with a Chinese company in the championship’s 56 year history.
Hisense will also sponsor other UEFA organised national team football competitions until the end of 2017, including the European Qualifiers for the 2018 FIFA World Cup, the UEFA Futsal EURO 2016, the UEFA European Under-21 Championship 2017, and the UEFA Women’s EURO 2017.
UEFA Events SA marketing director Guy-Laurent Epstein said: “We are excited to welcome Hisense, one of the fastest growing Chinese brands in Europe and America, as part of our UEFA EURO 2016 partners’ family. The tournament will offer Hisense a platform second to none to continue their international growth thanks to its established global appeal and brand values. We look forward to working closely together with them in a mutually beneficial partnership that will also further promote the best of European football to millions of fans in China.”
Hisense Group vice president Cheng Kaixun added: “I am honoured we will have the opportunity to be a Global Partner for UEFA EURO 2016. Hisense has been leading Chinese companies in endorsing sports around the world, and we are glad that sports marketing has been an important driver for our worldwide success in the past years. The partnership with UEFA will further boost Hisense’s brand value, and we are excited to celebrate the finest European football with fans from across the globe.”
Hisense, which says it is now one of the top three TV manufacturers in the world, will join UEFA’s exclusive global partner family with adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, SOCAR and Turkish Airlines.
With the sponsorship rights, Hisense will organise a series of public viewing events alongside UEFA EURO 2016 from June to July across Europe, and plans to invite 100 Chinese football fans to celebrate the Championship in France as part of the campaign.