Hisense is keen to show off its technical expertise and high quality displays after being name as the official VAR screen provider for the UEFA Euro 2024 tournament.
Hisense is keen to show off its technical expertise and high quality displays after being named as the official VAR screen provider for the UEFA Euro 2024 tournament. ing its skills to provide UEFA with “unparalleled technical support”. It said UEFA has chosen Hisense’s displays for VAR purposes because its screens are among the best in the business. d
The deal represents “high recognition, by one of the world’s leading event organizations, of Hisense’s display technology,” the company insisted.
Hisense said the introduction of Video Assisted Referee technology in football has been one of the most significant changes the game has ever seen, improving the fairness and accuracy of refereeing decisions. While some fans may take offense at such a claim, pointing to the controversy around many VAR decisions and the delays it causes, UEFA is a keen supporter of the technology and took the decision to open up commercial interests in its application to sponsors.
According to Hisense, UEFA requires extremely high-end VAR display devices that support both a high level of precision and unparalleled imaging details. That’s precisely why UEFA opted to use Hisense’s LED displays, the company said, pointing out that it is an industry leader in terms of resolving picture trailing issues. In addition, Hisense has also developed its own AI image quality chip, which can identify and process images in real-time at the pixel level to ensure no loss of detail, even for high-speed content.
Hisense said its logo will be featured prominently UEFA’s VAR screens, alongside its “Never Settle For No.2 Globally” slogan.
The deal with such a prestigious organization underscores the changing perception of the Hisense brand, which has emerged as one of the most identifiable in the TV industry. Hisense has been the most dominant player in China’s TV market for over 20 years, it says, and in more recent years it has become widely recognized as an international player. From the first quarter of 2022 to 2024, Hisense TVs accounted for 13.6% of all global TV shipments, shipping more products than any other company bar Samsung Electronics.
In some markets, Hisense has gone one better. For instance, it has become the top TV seller in countries such as Australia and South Africa this year, while claiming second place in Canada and Mexico.
Hisense is also boosting its reputation in the U.K., where it recently became the first TV seller to support the new Freely TV streaming service.
